The series showed the two characters as children, then as adults accidentally meeting at Max's. In 1993, it also established its slogan " Sarap to the bones!" ("Delicious to the bones!").įrom April to June 2004, a popular series of television advertisements, entitled "Forever Yours" told the story of a Max's employee who was the childhood love of a popular TV celebrity, played by Piolo Pascual, their endorser from 2002 to 2011 (who currently endorses Andok's and Dunkin' Donuts). In earlier television and cinema advertisements, the restaurant usually marketed itself as a place for Filipino families to get together. Aside from this, Max's Chicken also offers traditional Filipino dishes such as, kare-kare, nilagang báka, sinigang, crispy pata, tapsilog, lóngsilog, and litsón kawalî. The restaurant's signature dish is its fried chicken. Half a Max fried chicken served with sweet potato fries. The company that manages Max's Restaurant, Max's Group, also currently operates Pancake House, Dencio's, Kabisera, Teriyaki Boy, Sizzlin' Steak, Le Coeur De France, Maple, Yellow Cab, Singkit, and The Chicken Rice Shop. Max's Restaurant later expanded in Metro Manila, Luzon and Cebu and to the United States, Canada, Kuwait and the United Arab Emirates, with plans of opening branches in other countries. Ruby managed the kitchen and created a chicken recipe which proved to be popular to the GIs stationed in the city and later to the public who have heard of Ruby's recipe.
He was joined by his wife Mercedes, sister-in-law Felipa Serrano Sanvictores, his niece Ruby who managed the kitchen, and her husband Claro. Gimenez decided to open a café which initially consisted of chicken, steak and drinks. It opened its first restaurant at 21 South F Street (now Scout Tuason), Brgy. Gimenez befriended the American occupation troops stationed in Quezon City, who regularly paid visits to Maximo's home for drinks the troops later insisted that they pay for the food and beverages being served, prompting Maximo to open a café where the servicemen could be served meals.
Max's Restaurant was first established in 1945, shortly after World War II, by Maximo Gimenez, a Stanford-educated teacher. It is owned and operated by the Max's Group. Max's Restaurant, sometimes known as Max's of Manila or simply Max's, is a Philippine-based multinational restaurant chain which serves fried chicken and other Filipino dishes.
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