MGI Welcomes Business Innovator Ariel Fermin as New COO

MANILA, Philippines, 18 January 2017 – Max’s Group, Inc. (MGI) ushers in the New Year with the appointment of Ariel Fermin as Chief Operating Officer of Max’s Restaurant, Max’s Corner Bakery and Krispy Kreme. Fermin will be undergoing an immersion program with the various business units in the company from January 16 to April 30, 2017 before joining the company full-time effective May 1, 2017. Reporting to MGI CEO Robert F. Trota, Fermin will also take on the post of Chief Innovation Officer to strengthen MGI’s leadership position in the industry.

As MGI recognizes the evolving changes in the consumer and business landscapes, Fermin’s entry into the organization strengthens the brand’s leadership core. He will be involved in leading various teams across the organization to improve execution efficiencies in keeping with MGI’s vision to build loved brands.

“We are pleased to welcome Ariel to the MGI leadership team,” shares Mr. Trota. “As the country’s largest casual dining restaurant group, giving our guests delightful experiences is at the core of our business. Ariel brings with him decades of marketing and thought leadership experience that will strengthen MGI’s touch points from our brands to our products and on to our stores.”

Prior to joining MGI, Fermin has been leading world-class brands that compete in different industries and changing business models. His experience spans 6 years in R&D, 10 years in Marketing & Sales, and 11 years in general management. This includes stints in FMCG (personal cleaning / food / beverage), retail (sports and food), and digital (telecommunications /multimedia).

“MGI brands carry with them the warmth, familiarity and excitement that Filipinos naturally gravitate to, and that is why I’m excited to explore opportunities where I can further take the brands. I look forward to working with the hardworking team of MGI to execute our strategic plans and to continue to delight more generations,” enthuses Fermin.