Trace the evolution of Max's Restaurant from a post-war cafe in Quezon City to a multinational casual dining corporation. This timeline details the key milestones, strategic expansions, and foundational moments that established "the house that fried chicken built."
October 1945
Maximo Gimenez opened a cafe in Quezon City to serve food and drinks to American occupation troops after World War II. His niece, Ruby Trota, created the signature fried chicken recipe that popularized the establishment.
1985
Max's Restaurant expanded its operations by opening its first mall-based branch at SM City North EDSA. This initiated a long-term partnership with SM Supermalls and marked a strategic shift toward high foot traffic retail centers.
October 1998
The company transitioned from a strictly family-owned operational model by launching its franchising program. The first franchised outlet opened at Harrison Plaza in Manila, allowing the brand to rapidly scale.
2014
Max's Group acquired a controlling interest in Pancake House, Inc., executing a backdoor listing on the Philippine Stock Exchange. This transaction rebranded the entity to Max's Group, Inc., establishing it as the largest casual dining operator in the Philippines.
