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Max's Restaurant
Max's Restaurant, sometimes known as Max's of Manila or simply Max's (locally [ˈmaksɪs, -sɛs]), is a Philippine-based multinational restaurant chain which serves fried chicken and other Filipino dishes. It is owned and operated by the Max's Group.
Max's Restaurant was first established in 1945, shortly after World War II, by Maximo Gimenez, a Stanford-educated teacher. Gimenez befriended the American occupation troops stationed in Quezon City, who regularly paid visits to Maximo's home for drinks; the troops later insisted that they pay for the food and beverages being served, prompting Maximo to open a café where the servicemen could be served meals. It opened its first restaurant at 21 South F Street (now Scout Tuason), Brgy. Laging Handa, Quezon City.
Gimenez decided to open a café which initially consisted of chicken, steak and drinks. He was joined by his wife Mercedes, sister-in-law Felipa Serrano Sanvictores, his niece Ruby who managed the kitchen, and her husband Claro. Ruby managed the kitchen and created a chicken recipe which proved to be popular to the G.I.s stationed in the city and later to the public who have heard of Ruby's recipe.
Max's Restaurant later expanded in Metro Manila, Luzon, Cebu and to the United States, Canada, Kuwait and the United Arab Emirates, with plans of opening branches in other countries.
The company that manages Max's Restaurant, Max's Group, also currently operates Pancake House, Dencio's, Kabisera, Teriyaki Boy, Sizzlin' Steak, Le Coeur De France, Maple, Yellow Cab, Singkit, and The Chicken Rice Shop.
Max's Restaurant has over 170 branches in the Philippines. The chain also has branches in the U.S. states of California, Hawaii, New Jersey, Nevada, New York, Illinois, Texas and Washington. It has five locations in Canada in Toronto, Ontario, Vancouver, British Columbia, Edmonton, Alberta, Winnipeg, Manitoba, and Calgary, Alberta. In 2016, Max's opened in Salmiya, Kuwait; a new location was opened in Woodside, New York in May 2022.
The restaurant's signature dish is its fried chicken. Max's Chicken also offers traditional Filipino dishes such as kare-kare, sinigang, lumpia, lechon, pancit, and silog.
In earlier television and cinema advertisements, Max's Restaurant usually marketed itself as a place for Filipino families to get together. In 1993, it also established its slogan "Sarap to the bones!" (lit. transl. "Delicious to the bones!").
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Max's Restaurant
Max's Restaurant, sometimes known as Max's of Manila or simply Max's (locally [ˈmaksɪs, -sɛs]), is a Philippine-based multinational restaurant chain which serves fried chicken and other Filipino dishes. It is owned and operated by the Max's Group.
Max's Restaurant was first established in 1945, shortly after World War II, by Maximo Gimenez, a Stanford-educated teacher. Gimenez befriended the American occupation troops stationed in Quezon City, who regularly paid visits to Maximo's home for drinks; the troops later insisted that they pay for the food and beverages being served, prompting Maximo to open a café where the servicemen could be served meals. It opened its first restaurant at 21 South F Street (now Scout Tuason), Brgy. Laging Handa, Quezon City.
Gimenez decided to open a café which initially consisted of chicken, steak and drinks. He was joined by his wife Mercedes, sister-in-law Felipa Serrano Sanvictores, his niece Ruby who managed the kitchen, and her husband Claro. Ruby managed the kitchen and created a chicken recipe which proved to be popular to the G.I.s stationed in the city and later to the public who have heard of Ruby's recipe.
Max's Restaurant later expanded in Metro Manila, Luzon, Cebu and to the United States, Canada, Kuwait and the United Arab Emirates, with plans of opening branches in other countries.
The company that manages Max's Restaurant, Max's Group, also currently operates Pancake House, Dencio's, Kabisera, Teriyaki Boy, Sizzlin' Steak, Le Coeur De France, Maple, Yellow Cab, Singkit, and The Chicken Rice Shop.
Max's Restaurant has over 170 branches in the Philippines. The chain also has branches in the U.S. states of California, Hawaii, New Jersey, Nevada, New York, Illinois, Texas and Washington. It has five locations in Canada in Toronto, Ontario, Vancouver, British Columbia, Edmonton, Alberta, Winnipeg, Manitoba, and Calgary, Alberta. In 2016, Max's opened in Salmiya, Kuwait; a new location was opened in Woodside, New York in May 2022.
The restaurant's signature dish is its fried chicken. Max's Chicken also offers traditional Filipino dishes such as kare-kare, sinigang, lumpia, lechon, pancit, and silog.
In earlier television and cinema advertisements, Max's Restaurant usually marketed itself as a place for Filipino families to get together. In 1993, it also established its slogan "Sarap to the bones!" (lit. transl. "Delicious to the bones!").