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


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


We build loved brands


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

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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.

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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.

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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


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

TEL : +63 (2) 784 9000


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