Max’s Group Launches New QSR Concept Store in UAE and Qatar



Manila – Max’s Group, Inc. (“MGI”) is introducing a new concept store in the United Arab Emirates and Qatar that will expand its portfolio to the quick service restaurant (QSR) segment.

MGI will be working with long-standing partner, the Landmark Food Limited (Foodmark), to open 13 Max’s All About Chicken stores in UAE and Qatar in the next five years. The deal was finalized after a successful pilot run of the store concept in Deira City Center, Dubai.

Max’s All About Chicken is inspired by the iconic Max’s Fried Chicken and offers a variety of international chicken flavors such as Tandoori, barbeque, lemongrass, and ranch. Designed to operate in food courts, the Max’s All About Chicken menu features generous portions of its 24-hour marinated and freshly char-grilled chicken, and is offered with a variety of popular sides such as rice, noodles, and bakery items for wide appeal. The iconic Sarap-To-The-Bones Fried Chicken of Max’s will also be made available to its diners.

Dubai’s Ibn Battuta Mall will be the brand’s first full concept store that will feature a vibrant, colorful, and fun aesthetic. The store is set to open in December 2017.

“We are thrilled to launch our new Max’s All About Chicken with Foodmark, our long time partner. This concept puts a spotlight on favorite chicken dishes the world over, and it allows us to pay homage to the well-loved recipe of the Max’s Sarap-To-The-Bones Fried Chicken, while showcasing it alongside other popular international char-grilled chicken flavors that diners of various nationalities enjoy. MGI has always been about building loved brands, and with this new concept, we will be able to offer a variety of fresh and tasty chicken dishes to our guests at an affordable price and in a fast, easy, and convenient location,” shared Robert F. Trota, President and CEO of MGI.

MGI and Foodmark have first signed a development agreement in 2011 and are now operating eight Max’s Restaurants across UAE, Qatar, and Kuwait.

“We are very happy to be working on this new concept with Foodmark. We have forged a strong partnership over last six years and this bold new step for both parties will be strengthening the business even more,” adds Peter King, MGI CEO for International.

Foodmark or Landmark Food Limited is the food and beverage division of Landmark Group, one of the largest and most successful retailers in the MENA region with market leading brands in apparel, furnishings, electronics and leisure.

This signifies the sixth development agreement secured by MGI in 2017.