379. Brand Stories: MAX’S FRIED CHICKEN, The House that Fried Chicken Built, 1945

MAX'S RESTAURANT Corporate Print Ad, 1989

The enterprising Mr. Maximo Gimenez  founded the popular fried chicken restaurant way back in 1945, who met American soldiers who  posted in Quezon City. These military men often dropped by his house, where they would be served homecooked meals. This gave rise to the idea of opening a QC  café—MAX’s---which the Stanford-educated quickly put up to answer this need.

Source: MAX's Restaurant website

The first menu offering was fried chicken, that soon became everyone’ favorite, especially when Gimenez’s niece, Ruby, improved on the recipe that gave the chicken an appealing deliciousness—what with its crispy skin, and tender meat that one would dip with sweet Jufran or Mafran catsup. It soon opened a branch along Dewey (Roxas) Boulevard and expanded its menu.

MAX'S FRIED CHICKEN, 1987

MAX's also began actively advertising on TV and print since the 1970s, and one of its most memorable commercial, under the “Sarap to the Bones” campaign  starred Mr. Pure Energy, Gary Valenciano, in 1996.

 WATCH MAX'S RESTAURANT "GARY V." TVC HERE:

Now known as MAX’s Restaurant, the Philippine institution has evolved into a modern restaurant chain, but which continues to be beloved part of the Filipino tradition of fine family dining.

MAX'S KIDDIE PARTY SURPRISE, 1988

SOURCES:

Max’s Restaurant web site: https://www.maxschicken.com

Max’s Restaurant youtube channel: Gary V, https://www.youtube.com/watch?v=68GM3EU3K6o