Max’s Restaurant is best known for serving fried chicken and Filipino dishes. Other traditional Filipino dishes such as nilagang baka, sinigang, kare-kare, tapsilog, litson kawali and longsilog. The restaurant was marketed as a place for families to get together through cinema and television advertisements.
Max’s Manila, more popularly referred to as Max’s Restaurant, is a restaurant chain based in the Philippines known for serving fried chicken and Filipino dishes.
After World War II in 1945, American troops stationed in Quezon City developed a friendship with Maximo Gimenez. He is a teacher who graduated from Stanford University. Some soldiers dropped by his house to have a drink or two. It came to a time when they insisted that they pay for the drinks that they have.
Gimenez opened a café with chicken, steaks and drinks as the main offering. His wife Mercedes, sister-in-law Felipa Serrano Sanvictores and niece Ruby and her husband Claro joined him in the establishment of the café. Ruby has a friend chicken recipe that became a favorite of the G.Is and the locals that they began to flock and patronize the establishment.
Ruby was encouraged by her mother to expand the menu and include Filipino dishes. Ruby then set up a branch along Roxas Boulevard in Paranaque, known as the Baclaran branch. The restaurant was named Max’s after the founder, Maximo.
Now, Max’s Restaurant is known for the tagline “The house that friend chicken built”. The restaurant started franchising in 1998.
Max’s of the Popular Culture
Earlier cinema and television advertisements, the restaurant was marketed as a place for families to get together. It has established a slogan “Sarap to the bones!” (Delicious to the bones!”)
Recently, it is remembered for a series of television advertisements of a Max’s employee who was the childhood sweetheart of a popular celebrity. The advertisements featured Piolo Pascual and became the stepping stone for actress Isabel Oli to showbiz fame. The melancholic advertisements showed celebrity Piolo coming to a Max’s restaurant branch and meeting an employee which he recognized to be from his childhood. It became a very successful series that many people of recent times could recall.
The restaurant is known more than anything for its signature fried chicken. Apart from this, Max’s chicken also offers other traditional Filipino dishes such as nilagang baka, sinigang, kare-kare, tapsilog, litson kawali and longsilog.
Per Table Set Menus
For groups of five to ten, the Max’s Set Meals with price ranging from PhP 1,457.50 good for five people to PhP 4,339.50 for ten people. The set meals already have soup, dishes, rice and dessert. Set meals can also be ordered in half set and full set.
Max’s Corner Bakery Pastries
Select Max’s branches also serve freshly-baked goodies. Some also offer bread sampler, sold in boxes of six, consisting of two Spanish rolls, two pan de macapuno and two pan de quezo.
All Day Breakfast
Filipinos are big on breakfast and Max’s Restaurant serves all types of Filipino breakfast favorites all day. Get your silog fix when you enter any branch.
Merienda and Sandwiches
Those who just want to have a light fix can turn to the sandwiches and merienda offerings.
If you are going to feed groups of more than 20 people then Max’s Cater Tray is the answer to that. Get all the good food you can get for those sudden catering needs.
Come to any Max’s branch all over the country to get a taste of their famous chicken and other recipes.