But behind the golden-brown crust and homestyle hospitality lies a bigger story—that of Max’s Group Inc. (MGI), a company that has evolved into a dining empire with over 600 locations and a portfolio that includes Pancake House, Yellow Cab Pizza Co., Jamba Juice, and more.
Yet in today’s fast-paced food landscape, longevity isn’t enough. The secret to MGI’s continued relevance is its ability to innovate while honoring the values that made it iconic in the first place.
Connection over convenience
As consumer habits shift—toward digital platforms, delivery apps, and bite-sized trends—MGI remains grounded in something deeper: Human connection.
“Younger consumers are inundated with stories, filtered through Instagram and other platforms,” says Jim Fuentebella, chief marketing officer of MGI. “But the Max’s brand was built not because of Instagram. It was built by hardworking people passionate about the brand. That’s what continues to anchor us.”
The pandemic forced the group to rethink operations, speeding up its digital transformation. While takeout and delivery services were prioritized, MGI made sure its trademark warmth wasn’t lost in the process. Systems were streamlined, kitchens optimized, but customer care remained the same. Or as Jim puts it: “You’ll never see a robot serving in Max’s.”
Grounded innovation across brands
Innovation at MGI isn’t about gimmicks—it’s about listening, learning, and staying agile.
At Yellow Cab Pizza Co., rich flavors like the Truffle Series draw in adventurous eaters. Pancake House delights younger generations with limited-edition treats like Choco Banana Bliss and Sunny Lemon pancakes. Jamba Juice taps into the health-conscious crowd with antioxidant-rich Acai Blends, while Krispy Kreme injects playfulness with Cloud Bomboms, inspired by Italian bomboloni ( filled doughnut).
But beyond trend-chasing, MGI is obsessed with consistency. Jim explains that while the industry is often obsessed with change, MGI has found its strength in staying true to its roots.
“The chicken you enjoyed in 1970 tastes just as good today,” he says, emphasizing the painstaking work that goes into preserving this signature taste despite constantly shifting supply chains.
Max’s long-standing reputation is intertwined with this ability to meet the most stringent expectations. It requires diligence, a commitment to improvement, and a culture of humility that treats every customer’s feedback as a chance to grow.
“Consistency is hard to achieve,” admits Dave Fuentebella, MGI director. “But it’s about maintaining strong fundamentals—spot-on product quality, service excellence, and ensuring every visit enriches the personal stories of our customers.”
Preparing the next generation
As a proud family business, MGI is intentional about passing on its values. Jim and Dave Fuentebella, third-generation leaders, are focused on preparing future leaders not just through education and experience, but with the heart of service that has defined Max’s since day one.
This mentorship is bearing fruit. Ruby’s, a 12-seater cocktail lounge located inside Max’s Scout Tuazon branch, was created to honor Ruby Trota, the woman behind the original fried chicken recipe.
Developed by the third generation and now run by Paolo Salud, a fourth-generation family member, Ruby’s has already earned a coveted spot in Tatler Philippines’ Top 20 Bars—proof that the next generation can carry the brand forward while pushing boundaries.
As dining trends come and go, MGI’s mission remains unchanged: serve good food, foster connection, and build a legacy that lasts. With tradition as its compass and innovation as its engine, the group continues to define what it means to be a true Filipino dining institution. —Ed: Corrie S. Narisma
(Founded by Maximo Gimenez—a Stanford-educated teacher and World War II guerrilla—Max’s Restaurant began as a humble café on Scout Tuason in Quezon City serving American troops.)
