Max’s Thriving In The Global Arena

Max’s Thriving In The Global Arena

Max’s Restaurant’s has gone a long way since it was established in 1945 right after the end of World War II after it opened its first restaurant at 21 Scout Tuazon, Brgy. Laging Handa, Quezon City.

Over the years, the popularity of Max’s has spread not only in the country but overseas as well. It has opened a branch in California and other places in the United States. Furthermore, the restaurant that is popularly known as “the house that fried chicken built” has also started operating in Canada. Plans to open other restaurants in other countries are in the pipeline.

At present, Max’s Restaurant currently has over 127 branches in the Philippines. The chain also has branches in the U.S. states of California, Hawaii, New Jersey and a Nevada branch soon to open. It has 2 locations in Canada in Toronto, Ontario and Vancouver, British Columbia with a new location in Edmonton, Alberta opening soon. In 2015 Max’s opened branches in: Sydney, Australia; Dubai, United Arab Emirates; and Queens, New York.

Indeed, Max’s Restaurant is an iconic brand in the country. To continue the tradition of excellence in entrepreneurship, the second and third generations of the family continue to introduce dynamic leadership and innovation to continue carrying the standards and traditions set by Maximo Gimenez and Ruby Trota to the brand. As part of its innovative leadership, the management opened its doors to franchising in the second quarter of 1998.

Through the years, the company led by the young turks also went on a expansion mode as it acquired one brand after another. The company, as Max’s Group, currently operates Max’s, Pancake House, Dencio’s, Kabisera, Teriyaki Boy, Sizzlin’ Pepper Steak, Le Coeur De France, Maple, Yellow Cab, Krispy Kreme, Jamba Juice, and Singkit. The Max’s brand continues to embark on a global expansion. The Max’s Group, Inc. (MGI) will introduce the Yellow Cab pizza brand in China this year.

Based on Euromonitor International data, China’s pizza market has the potential to become a $2 billion industry (equal to 1.6 percent of the $125-billion global market) in 2012. The research firm added this was a huge leap when the market for about $822 million of a $111.2 billion world market. MGI formed a partnership with JuYangYiTong of the Zhongfa Group to help in pushing the Yellow Cab in the Chinese market. It plans to build at least 15 Yellow Cab Pizza stores in China within the next five years.

“We are thrilled with the opportunity of bringing our pizza to Beijing, Tianjin and parts of Hebei province. We share the excitement with our partner, JuYangYiTong of the Zhongfa Group, to serve our food offerings to the Chinese,” said Max’s Group President and CEO, Robert F. Trota. “This partnership is reflective of the strong interest in our brands. We were able to surpass targets in terms of signing up new territories abroad in 2015 and we aim to sustain this momentum in 2016.”

“We are delighted to choose Yellow Cab Pizza as our first venture with the MGI Group. Yellow Cab Pizza has everything that China’s discerning customers are looking for—quality, service and ambiance, “ said Zhongfa Group CEO Guiping Wang.

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