Max’s Restaurant Turns 70!

Max’s Restaurant Turns 70!

Retelling the 70-year-old story of the Filipino brand we all love today

It was October 18, 1945 when Max’s Restaurant was born. It started with Maximo “Max” Gimenez’s simple dinner invitation to his eight American servicemen friends after World War II — and serving them with the especially concocted chicken recipe by his niece, Ruby Trota, that paved way to the ‘House that Fried Chicken Built’.

The eight soldiers had such a wonderful time, that word spread among the troops that were staying at Quonset Huts along the stretch of Scout Tuazon, where Max’s residence stood. Not only did the original guests come back for more (and offered to pay for their meals), but almost every American in the army depot looked forward to claiming his seat at the Gimenez’s dinner table!

History writes that Max was an accidental entrepreneur. “Everything happened at the right place and the right time. The ingredients of a food business just came together, unplanned and even unbeknownst to the founders, who were already in their late 40s and 50s,” said Max’s daughter Mercedes Gimenez-Rodgers. “The elements of a food business fell into place at that moment of Philippine history, in 1945”, added Mercedes, from a 2010 interview.

Max knows full well how hard it was to be away from friends and families. He left the Philippines at a young age when an American Missionary brought him to the United States, where he studied at Lowell High in San Francisco and completed his Bachelors of Arts at Stanford University in 1921.

He sympathized with the Americans and lent his good listening ear. There was no running out of stories in the 40s and 50s, from the hungry and battled-scarred soldiers waiting eagerly for written orders from the U.S. Army, that would finally allow them to reunite with their families in the States.

The informal dinner was a simple act of kindness that turned into a phenomenon! That, and the chicken of course!

Today, there are over 120 Max’s Restaurant in the Philippines, United States, Canada and United Arab of Emirates. The first international branch was established in 1982 in San Francisco, USA. The first location in Canada opened in 2011, and it was in 2013 for UAE. By the end of this year, 2015, Max’s will open another branch in Hawaii!

With its 70 years of history, it stood the test of time. Now, it’s the other way around — Filipino immigrants and overseas workers living abroad, go to Max’s Restaurant to feel closer to their homeland. Serving authentic Philippine Cuisine, Max’s has become a beloved Filipino brand.

To find out more about Max’s Restaurant, visit www.maxschicken.com.

(PRESS RELEASE)