What started as a single opportunity in the mid-1980s has since evolved into a nationwide alliance, built on shared values of trust, service, and a commitment to enhancing the Filipino dining and shopping experience.
Beginnings at SM North EDSA
The story traces back to 1985, when SM founder Henry Sy Sr., fondly known as “Tatang,” offered the last remaining space at the then soon-to-open SM North EDSA to Plaridel Fuentebella, son-in-law of Max’s co-founder Ruby Trota.
At that time, Max’s was known for its freestanding stores. Entering a mall setting was a bold new step.
“It was the first time we entered that format,” recalls Sharon T. Fuentebella, Max’s Group Inc. chair. “It brought us closer to our customers at a time when malls were just starting to change the Philippine retail landscape.”
Growing together for four decades
The move proved transformative. SM North EDSA became a success story for both brands, paving the way for Max’s to expand alongside SM’s developments.
“When they grow, we grow,” Fuentebella says. “It’s always been a natural partnership — SM brings communities together, and Max’s provides a place for families to gather over Filipino comfort food.”
Today, Max’s has established a presence in 40 SM malls nationwide, allowing the restaurant to reach families in bustling city centers and emerging community hubs. Its newest branch recently opened at SM City Laoag, extending its reach to more Filipino diners.
Innovating for the Filipino family
The Max’s–SM partnership has evolved beyond sharing spaces. Together, the two brands have embraced innovation to keep up with changing customer needs.
Max’s has introduced open, modern store designs, partnered with Yardstick Coffee at SM Southmall, and experimented with al fresco dining and flexible dining room formats to optimize space and enhance guest experiences.
“We’ve always had open communication and trust with SM,” says Fuentebella. “That’s why, even after 40 years, the partnership still thrives — and will continue to for many years to come.”
A legacy of memories
From its first shared space in Quezon City to a footprint spanning the archipelago, the Max’s–SM story is a testament to how enduring partnerships can shape industries, enrich communities, and create memories that last a lifetime. —Ed: Corrie S. Narisma
