Vision, Values & Sense of Purpose that bind an organization together to enable individuals to understand and absorb the mission & challenge of the whole organization.

Vision

To be the leading Filipino Company
with the most loved brands by 2025





Mission

We build loved brands





Values

We do it with love, one customer at a time.
We do it right the first time.
We do it better - by being genuine, thoughtful and innovative.





our brand attributes


Img brand attributes genuine

GenuineIcon brand attributes genuine

We take pride in what we do. That’s why we remain rooted in our values of going out of our way to do things properly, using quality ingredients and championing original ideas.

Img brand attributes thoughtful

ThoughtfulIcon brand attributes thoughtful

We want to share our best with you. That’s why we pay attention to the details & we’re constantly looking for ideas to improve what we have & give you something better.

Img brand attributes delightful

DelightfulIcon brand attributes delightful

We want you to enjoy life. That’s why we’re inspired to introduce new things & suggest ways to make every experience with us special.

our brands





contact us


MAX’S GROUP INC.

11th Floor EcoPlaza Building
2305 Chino Roces Avenue Extension
Makati City 1231 Metro Manila
Philippines

TEL : +63 (2) 784 9000
EMAIL : INFO@MAXSGROUPINC.COM

FOR CAREER OPPORTUNITIES, CLICK HERE

we build loved brands



Max’s Group Inc. is the largest casual dining restaurant company in the Philippines. Its vision is to be the leading Filipino company with the most loved brands by 2025.

MGI started with its flagship brand Max’s Restaurant, a humble roadside cafe in the home of its founders. A simple gesture of welcoming American GIs in 1945 with Fried Chicken gave birth to a proud global Filipino institution.

With the goal of delighting its customers, it continually searches for partners who share their passion and vision to consistently serve new customers in new territories fresh, genuine, quality food and a great dining experience in different formats.



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our story


The Max’s Group, Inc., comprised of the Max’s Entities, owns and operates the homegrown brands “Max’s Restaurant”, “Max’s Corner Bakery” and also holds the licenses to operate the international brands “Krispy Kreme” and “Jamba Juice.”

The Max’s Group’s history is made through the stories of well-established family restaurants that are all known for good food and great memories

Max’s was originally established in 1945 as a bar and café in Scout Tuason, Quezon City to cater to the American soldiers stationed along the nearby South Market Street (renamed Alejandro Roces Avenue). It served food familiar to the soldiers, among them steaks and fried chicken, using recipes developed by Ruby S. Trota. In early 1950, the restaurant operations were formally incorporated as and into Q.C. Max’s, Inc., with Mr. and Mrs. Maximo F. Gimenez, Mr. and Mrs. Claro J. Trota, and Mrs. Felipa Sanvictores as founders.

Max’s fried chicken was well known for its delicious, tender meat that came right off the bone. Customers loved it so much that they would consume the famous fried chicken all the way to the last bite, which prompted the company to officially adopt the tagline, “Sarap to the bones.” Max’s marketing campaign reinforced its position as one of the leading fried chicken restaurants and food brands in the Philippines.

In 1982, Max’s opened its first outlet outside the Philippines in San Francisco, California, USA. Nine years later, the restaurant moved to El Camino Real in South San Francisco. In 1984, Max’s opens in Los Angeles, followed four years later with another Max’s Restaurant in San Diego, California.

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board of directors

Max's Restaurant

Max's Restaurant is the Company's flagship brand. Its rich heritage is rooted in decades of providing impeccable customer service and serving world-class food, especially the best fried chicken that every Filipino family can vouch for.

Max's Restaurant's popularity has skyrocketed since its inception in 1945. The House That Fried Chicken Built is now a well-loved household name in the Philippines showing no signs of slowing down with rapid expansion overseas.



Pancake House

Pancake House is known for more than just their fluffy pancakes and delicious comfort food. The warm service and familiar menu make for a homey dining experience in every branch. In fact, everyone in the Philippines has their own favorite Pancake House dish and their fair share of Pancake House memories.

Pancake House continues to add more items to their menu while still retaining the well-loved favorites like Pan Chicken, Tacos, Spaghetti, Waffles, and of course, the incomparable Pancakes.


Krispy Kreme

A “Krispy Kreme branch opening near you” will be the best news you’ll hear all day. There’s something hypnotizing about the appetizing scent of freshly baked doughnuts, tasty coffee and the glow of the “Hot Doughnuts Now” light that makes every passerby want to step inside and grab a bite.

With more than 1,000 branches worldwide carrying a popular variety of doughnuts, the Krispy Kreme brand is one of the most recognizable brands in the world.

The Real American Doughnut Company, Inc., a wholly-owned subsidiary of the Company, holds the license to operate Krispy Kreme in the Philippines.



Jamba Juice

Fresh Healthy Juice Boosters, Inc., a wholly-owned subsidiary of the Company, holds the license to operate Jamba Juice in the Philippines.

Founded in California, USA, back in the 1990s, Jamba Juice is now the leading healthy active lifestyle brand with over 800 stores worldwide serving their delicious and better-for-you real whole fruit smoothies. They also offer a range of healthy items like freshly squeezed fruit beverages, steel cut organic oatmeal, fruit parfait, and baked goods. Aside from being at the forefront of healthy living, the brand has become a young, fun, and hip destination with a tinge of that Californian wit.




Max's Corner Bakery

Max’s Corner Bakery (“MCB”) started with Ruby Trota in the early 1960s in Sucat, Paranaque. The brand became famous for its Dinner Rolls paired with Max's Fried Chicken. In 1970, the brand expanded by offering new products like Ensaymada & cakes through a take-out counter. Today, MCB offers “grab-and-go” bread, pastries, and cakes. MCB caters to both retail and institutional clients and major food establishments in the country.



Yellow Cab

Yellow Cab serves New York-style premium pizza in a fast casual dining setting. The feel of the “Big Apple” can be found in every edge and corner of a Yellow Cab branch from their logo akin to a New York cab license plate, to their modern industrial look, and especially when gorging on their hefty servings of pizzas and pastas generously loaded with fresh toppings.

At home, it’s always a delight to expect a yellow Vespa scooter bringing over a big box of piping hot Yellow Cab pizza.



Teriyaki Boy

Teriyaki Boy is the first of its kind in the Philippines, offering authentic Japanese food at an affordable price. Before the brand came about, Filipinos were accustomed to spending an arm and a leg for good Japanese food.

The brand maintains its foothold in the quick service restaurant industry by retaining their family-oriented atmosphere, and continuously introducing innovative and authentically Japanese menu items to keep up with the trends and consistently excite diners.



Dencio's Bar And Grill

The Company acquired Dencio’s Bar and Grill in 2004. Already reputed to be a trendsetter in the bar and grill restaurant category, it has evolved into a favorite Filipino family restobar among balikbayans and professionals alike. Its nostalgic appeal is based on its signature Filipino dishes, complemented by the ambiance and destination vibe that distinguish its restaurants.




Le Coeur De France

With a name that means "The Heart of France," Le Coeur de France is a French-inspired coffee shop, restaurant and boulangerie that boasts of assorted artisan breads baked fresh daily. It offers a high-quality and healthy menu consisting of soups, pasta dishes, gourmet sandwiches and delectable pastries making it an excellent stop for those with discriminating palates.




Maple

There's nothing as comforting as a good, hot meal enjoyed in an intimate ambience. That belief is at the core of the Maple brand. The restaurant offers a curated selection of Southwest American comfort food complemented with their signature pancakes and waffles drizzled with the right amount of maple syrup. Each meal is started off with the restaurant's signature maple buns and the more complex dishes like the Bourbon Bread Pudding never disappoints. Maple is located in upscale locales in Metro Manila that are frequented by the most selective of food lovers.





Kabisera ng Dencio's

In May 2008, the Company established “Kabisera ng Dencio’s” to build on the Dencio’s brand and offer premium-quality Filipino cuisine to the high-end market.

Kabisera ng Dencio’s has since grown into its own identity as a go-to restaurant for a premium Filipino dining experience, a place where foreigners and locals alike can enjoy exceptional Filipino food and unwind over drinks.


Sizzlin' Steak

Sizzlin' Steak was launched in 2007 to provide Filipinos the experience of Japanese steak dining at an affordable price. The brand offers a wide selection of meats complemented by special sauces. Sizzlin' Steak's hot plate system and dining environment puts a premium on product quality and service speed.





Singkit

Singkit is a New-York inspired Chinese takeout and delivery service that originally served the central business district in 2006. Chinese food favorites such as Lechon Macau, Beef Broccoli and a variety of noodle dishes are served hot and conveniently packaged, ready for people on the go.

local franchising



Max's Group, Inc. (MGI) operates more than 500 stores across 6 countries with a heritage in the Philippines dating back to 1945.

MGI is now expanding globally. Its International Division is actively seeking franchise partners across the globe to share in the growth of their much loved brands.

The Group's product categories which include pizza, chicken, coffee, casual all day American dining. Japanese and sizzling steak meals ensure that MGI has a brand for every occassion for every country.

The brands are backed up with a world-class multi functional support team to ensure sustainable long-term success for our franchise partners.

Brands for Philippine Franchising:




If you would like to share in our success and are interested in any of our much loved brands, please click the button below:

international franchising



Max's Group, Inc. (MGI) operates more than 500 stores across 6 countries with a heritage in the Philippines dating back to 1945.

MGI is now expanding globally. Its International Division is actively seeking franchise partners across the globe to share in the growth of their much loved brands.

The Group's product categories which include pizza, chicken, coffee, casual all day American dining. Japanese and sizzling steak meals ensure that MGI has a brand for every occassion for every country.

The brands are backed up with a world-class multi functional support team to ensure sustainable long-term success for our franchise partners.

Brands for International Franchising:




If you would like to share in our success and are interested in any of our much loved brands, please click the button below:


Max's Restaurant

It’s “The House That Fried Chicken Built”. First served to American Gls, the crispy, tender and juicy, fried chicken has been enjoyed by millions since it was first introduced in the Philippines in 1945. With a diverse menu line to complement the fried chicken, it’s the perfect place for family dining.



Pancake House

Pancake, Waffles, and more! Experience all day dining with favorite American comfort food like fried chicken, tacos, and spaghetti. Its warm, homey interiors make it the perfect place to take a break and enjoy a great meal!



Yellow Cab


Bite into Yellow! A pizza experience inspired by cosmopolitan New York and its world famous yellow cabs. With larger pizza portions and a mix of classic and specialty pizzas in an urban industrial setting, you are sure to experience great times, great pizza!





Jamba Juice

Fresh Healthy Juice Boosters, Inc., a wholly-owned subsidiary of the Company, holds the license to operate Jamba Juice in the Philippines.

Founded in California, USA, back in the 1990s, Jamba Juice is now the leading healthy active lifestyle brand with over 800 stores worldwide serving their delicious and better-for-you real whole fruit smoothies. They also offer a range of healthy items like freshly squeezed fruit beverages, steel cut organic oatmeal, fruit parfait, and baked goods. Aside from being at the forefront of healthy living, the brand has become a young, fun, and hip destination with a tinge of that Californian wit.



Teriyaki Boy

Tabemashou! or Let’s eat! Teriyaki Boy brings to the table quality Japanese food, friendly service and an authentic Japanese store experience at a reasonable price. Savor and delight in its delicious Teriyaki Boy Chicken and other Japanese favorites.



Sizzlin’ Steak

Steaks on a sizzling plate! Enjoy hot, fast, and filling meals with its signature steak combinations create your own sizzling meals by mixing and matching different sauces and sides.





Dencio's Bar And Grill

The Company acquired Dencio’s Bar and Grill in 2004. Already reputed to be a trendsetter in the bar and grill restaurant category, it has evolved into a favorite Filipino family restobar among balikbayans and professionals alike. Its nostalgic appeal is based on its signature Filipino dishes, complemented by the ambiance and destination vibe that distinguish its restaurants.



Max's Restaurant

It’s “The House That Fried Chicken Built”. First served to American Gls, the crispy, tender and juicy, fried chicken has been enjoyed by millions since it was first introduced in the Philippines in 1945. With a diverse menu line to complement the fried chicken, it’s the perfect place for family dining.



Pancake House

Pancake, Waffles, and more! Experience all day dining with favorite American comfort food like fried chicken, tacos, and spaghetti. Its warm, homey interiors make it the perfect place to take a break and enjoy a great meal!



Yellow Cab


Bite into Yellow! A pizza experience inspired by cosmopolitan New York and its world famous yellow cabs. With larger pizza portions and a mix of classic and specialty pizzas in an urban industrial setting, you are sure to experience great times, great pizza!





Teriyaki Boy

Tabemashou! or Let’s eat! Teriyaki Boy brings to the table quality Japanese food, friendly service and an authentic Japanese store experience at a reasonable price. Savor and delight in its delicious Teriyaki Boy Chicken and other Japanese favorites.







Le Coeur De France

With a name that means “The Heart of France”, Le Coeur De France makes you feel like you’re in a real Parisian Cafe. The smell of roast coffee and a bite of delicious, freshly baked croissants will make you say Ooh la la!





Sizzlin’ Steak

Steaks on a sizzling plate! Enjoy hot, fast, and filling meals with its signature steak combinations create your own sizzling meals by mixing and matching different sauces and sides.





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