Few Filipino brands have stood the test of time quite like Max’s Restaurant. What started in 1945 as a small café in post-war Quezon City has grown into one of the country’s most cherished culinary institutions — a name synonymous with family gatherings, comfort food, and that unmistakable golden fried chicken that’s “Sarap to the Bones.”
Now celebrating its 80th anniversary, Max’s reflects on a legacy built on Filipino warmth and hospitality — while embracing an exciting new chapter of innovation and reinvention for the modern era.
From a Humble Home to a National Treasure
The Max’s story began when Maximo Gimenez opened his home to American troops stationed in the Philippines after World War II, serving them home-cooked meals prepared by his niece, Ruby Trota. Her fried chicken — light, crispy, and perfectly seasoned — quickly became a favorite, and soon, what began as a simple act of hospitality blossomed into a full-fledged restaurant.
Through the decades, Max’s became a part of Filipino life. It was where birthdays were celebrated, graduates honored, and families reunited. Each branch carried the familiar comfort of home — the red interiors, the framed memories, the signature chicken paired with banana ketchup and kamote fries — constants in an ever-changing world.
For generations, Max’s has not only served food but preserved a sense of tradition and belonging that resonates deeply with Filipinos everywhere.
Adapting to a New Generation
Eighty years later, the restaurant continues to honor its heritage while evolving with the times. As dining trends shift and younger generations seek more dynamic experiences, Max’s is meeting them where they are — by blending nostalgia with contemporary flavor, design, and culture.
Recent ventures like Ruby’s Bar, a chic yet cozy space that pays homage to founder Ruby Trota, reflect Max’s commitment to reimagining its spaces for today’s diners. Ruby’s Bar offers a modern twist on Filipino favorites — think cocktails inspired by classic desserts and bar chow that reinterprets Max’s best-loved dishes. It’s a fresh, youthful concept that still carries the heart of the original brand.
Meanwhile, Max’s collaboration with Yardstick Coffee showcases its openness to the growing Philippine coffee scene. By partnering with one of the country’s leading specialty coffee brands, Max’s introduces a new layer to the dining experience — a seamless fusion of heritage comfort food and third-wave coffee culture. It’s the perfect balance of old and new, catering to customers who want familiarity and discovery in the same visit.
Innovation Beyond the Plate
But Max’s evolution isn’t limited to its menu or ambiance. The brand has been actively investing in digital transformation, sustainability, and customer experience. From online ordering and delivery platforms to digital loyalty programs and eco-friendly packaging, Max’s is reimagining what it means to be a heritage brand in the digital age.
Its social media storytelling now resonates with a new generation of food lovers — one that values authenticity, connection, and shared experiences. Through content that celebrates Filipino pride and nostalgia, Max’s continues to connect emotionally while inspiring a renewed sense of community.
The Legacy Continues
As it enters its 80th year, Max’s stands as a living symbol of Filipino resilience and creativity — proof that legacy and innovation can thrive side by side. Its success lies not only in its recipes but in its ability to adapt, to listen to its customers, and to stay rooted in what truly matters: bringing people together through food.
Max’s future is bright — one filled with collaborations, reimagined spaces, and modern takes on Filipino classics — yet its heart remains unchanged. The same warmth that welcomed diners in 1945 continues to define every experience today.
Eighty years later, the story of Max’s is still being written — not just by its founders and chefs, but by every Filipino who has ever shared a meal around its tables.
