Sunday, November 15, 2015

Max 70th Anniversary: Salamat sa #ChickenLove!

When a business has been around for 70 years, you will agree that it must be doing something right and something good for it to last that long. Max's Restaurant is an institution in the food industry here in the Philippines, and I'm pretty sure that every Filipino who has tried their famous chicken will agree that it truly is a Sarap-to-the-Bones experience!

Last October, Max's Restaurant celebrated its 70th anniversary. They had LOTS of activities and surprises lined up for their diners during that month, and even until now! (Check THIS out to get Max coupons valid until month end.) Last month, they surprised their guests with free meals, free whole fried chickens, and more!

I was blessed to take part in this celebration because they invited me and Panda to dine with them at their first ever branch located in Scout Tuazon.

I've been eating at Max's for years, but it's just now that I found out about their mascot. Haha! What I always see in their other stores are standees of their celebrity endorsers such as Coco Martin (who used to be a waiter at Max's Restaurant in Fairview).

Their location in Scout Tuazon, which was their first branch, used to be the house of their founder Maximo Gimenez. With Filipino hospitality, he would entertain American soldiers in 1945 (after World War II) for hearty meals. The soldiers then enjoyed themselves so much that they frequented the place, insisted on paying, and finally convinced him to open a cafe. His niece Ruby, now known as "Nanay Ruby", is the secret ingredient to the cafe's success, as it was her recipes that was used to create the fare that would later be very famous. Her fried chicken was a favorite of the GIs despite how different it was from the traditional American-style fried chicken. Did you know that the famous Max’s Restaurant Sinigang, the Kare Kare, Pancit Canton, and Lumpiang Ubod to name a few, are all her creations, too? And rightfully so, Max's Restaurant is indeed "The House That Fried Chicken Built".

Upon entering the venue, I was amazed with all the Max's artifacts on display. It was a mini museum showcasing how Max's Restaurant has evolved through the years.

Trivia: One whole order of fried chicken dinner (which includes rolls, butters, slices of tomatoes, cucumber, and lettuce) used to just cost P5.00 way back in 1945. WOW.

Today,  it is believed that the key to Max's Restaurant's longstanding success is that it was built through the years with the pure intent to be a thoughtful host. “Max's is in our blood,” says Jim Fuentebella, when he speaks of the members of the board. “The personal connection we have with the brand is what drives us forward, and is what inspires us to cascade the guest-host relationship to all of our branches. Generosity and hospitality, which are virtues my lola lived, are messages we want to communicate on all levels."

A buffet dinner was served, but the star of the table is, was, and will always be Max's fried chicken. Perfectly seasoned, satisfyingly crispy, and delightfully comforting are just some of the few words to describe it. Not just anybody can cook chicken in the deeply authentic and Filipino way Max’s Restaurant does. Max’s fried chicken is a dish made with love through a recipe that has passed through careful hands across generations, and there's much more to it than just secret seasonings and undiscovered cooking technique.

I'm amazed with the story of Max's Restaurant - from its humble beginnings as a simple home cooking cafe to a successful international restaurant chain that's 70 years strong. Max's Restaurant thanks its supporters for the #ChickenLove. On my next visit, I'll be treating my family to our most loved Max's fried chicken, and I'm excited to bond with them over a hearty meal.♥   

Happy birthday, Max's!

For more information, visit and LIKE Max's Restaurant on Facebook.


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