When Max’s Restaurant opened its SM City Marikina branch earlier this year, it reimagined the traditional store launch. Forgoing the usual fanfare, Max’s chose to spotlight its community as its brand ambassadors. By doing so, Max’s paid tribute to the people who have truly shaped its legacy: loyal customers, longtime suppliers, and dedicated team and family members.
This was more than a store opening; it was a homecoming. A celebration of the community that has helped make Max’s not just a restaurant, but a beloved part of Filipino family life for generations.
A new chapter rooted in heritage
While the original Scout Tuason branch remains the touchstone for Max’s menu and design, the SM City Marikina store marks a meaningful evolution. Featuring the return of the iconic 1972 logo, the branch pays tribute to Max’s heritage while welcoming a new generation of customers.
Beyond its warm lighting and open layout, the Marikina location stands as a symbol of enduring partnerships. The city is home to many of Max’s long-standing suppliers, some of whom have been with the brand for over two decades. At the launch, these partners were not simply acknowledged, but were honored, even taking part in the ribbon cutting and ceremonial cutting of the iconic Max’s Fried Chicken. One supplier, moved by the gesture, shared how meaningful it was to be treated not as a mere vendor, but as family.
Celebrating people, not just places
This approach wasn’t limited to Marikina. It set the tone for the relaunch of nine additional stores, each redesigned to reflect and celebrate its local community. In SM Novaliches, glass walls were removed to create a more welcoming space. In the Robinsons Imus, a store manager’s personal story was shared and honored, turning a reopening into a deeply personal milestone.
Family members of the crew joined ribbon-cutting ceremonies, and loyal customers were recognized in heartfelt ways, like the daily diner at SM Novaliches, who was surprised with a birthday celebration during the opening. By treating its communities and families as the heart of its success, Max’s celebrated its real stars: the people who keep coming back, day after day, year after year.
Honor and hospitality at the heart
While this community-first approach is a refreshing change for the industry, it’s deeply aligned with Max’s founding values. Since 1945, when Maximo Gimenez welcomed American GIs into his home, the brand has stood for more than just fried chicken. It has stood for family, hospitality, and honor.
“For 80 years, we’ve been serving Sarap-to-the-Max moments that bring families together,” says Carlyn Trota-Salud, president of Max’s Restaurant. “As we celebrate this milestone, we honor the people who have made it all possible—the families, friends, and communities who’ve gathered around our tables, shared their stories, and shaped our legacy. They are the heart of Max’s.”
These recent store openings are a reflection of that promise. Each redesigned space and every ceremonial moment is a tribute to the families, suppliers, and team members who have helped Max’s thrive for 80 years.
As Max’s celebrates this milestone year, it’s not just opening doors—it’s opening hearts. If the past few months are any indication, the brand’s next chapter will continue to be written not in headlines but in the warm moments shared around every table. – Rappler.com
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