Max’s Restaurant expands further abroad

User Rating:  / 0

Max’s, the country’s successful fried chicken-based casual dining restaurant, is spreading its wings further in foreign shores with nine new stores in New York, Canada and the Middle East countries.


Max’s Restaurant president Roberto F. Trota told reporters in an interview that these new outlets are being undertaken by individual Filipino franchisees in New York, Hawaii and Alberta, Canada.

For the Middle East expansion, Max’s has awarded a master franchisee for Karama, the first to open in that region, Sharjia, Abu Dhabi, Qatar, Kuwait and Saudi Arabia.

This would bring Max’s total foreign outlets to 15 by end this year. It has already nine stores in the US with its flagship store located in Las Vegas, its only company-owned restaurant in the US.

Trota further said that the company has started to offer mainstream dishes in foreign outlets

Locally, Trota said the latest to open is Butuan City and Eastwood in Quezon City to bring its total local restaurants to 140 of which 65 are company-owned.

“Investments for a Max’s franchise ranges from P12 million to P15 million, all in, with an average return of investments within five years,” Trota said.

Max’s strategy is to own its stores in the Metro Manila area and the future expansion within this area, but the provincial expansions are franchisees.

Aside from Max’s, Trota has already acquired two master franchises of Krispy Kreme, a donut restaurant, and Jamba Juice. The company has also established 42 Krispy Kreme outlets and 8 Jamba Juice.

For its fourth brand, Max’s Corner Bakery, Trota said they have integrated this bakery business segment into all of its Max’s franchisees in the past couple of years.

The company is trying to strengthen this business unit with the intention of spinning it off in less than two years.

 “We are trying to spin it off a lot sooner than two years,” he said. The revenue contribution from this bakery business is growing but it is more of incidental expenses of restaurant customers.

Max’s is a company-owned restaurant chain that gained its popularity for serving delicious home-cooked fried chicken to American soldiers stationed near its original store in the Scout area in Quezon City.

Meanwhile, Max’s has unveiled plans to ramp up its strategic marketing initiatives in an effort to further reach out to its increasing number of patrons in the country and all over the world.

In a ceremony recently held at Max’s Forbestown branch in Bonifacio Global City, Taguig, Max’s announced forging a partnership with Carat, an independent media planning and buying specialist owned by London-based media and digital marketing communications company Aegis Group, plc.

Max’s Marketing Director Edgar Allan Caper shared the company’s optimism with the collaboration as Carat completes Max’s triumvirate of creative and strategic partner agencies which also includes multi-awarded creative agency DM9 Jayme-Syfu and fast-emerging PR consultancy firm Bright Idea Events Management.

Hailed as one of the “100 Best Companies to Work For” by The Sunday Times, Carat also boasts of a wide global network with presence in over 70 countries. (Manila Bulletin)