In Partial Fulfillment Ni Kenz

POLYTECHNIC UNIVERSITY OF THE PHILIPPINES
In Partial Fulfillment
Of the Requirements for the course subject
INTERNATIONAL BUSINESS AND TRADE
Submitter by:
Kenz James B. Pineda
BSAME 3-2
Submitted to:
Mr. Mar Jonathan Flores
June 2023
Overview
Max’s Restaurant is the flagship brand of the company and is one of the leading chained
full-service casual dining restaurant brands in the country. For over 70 years, Max’s Restaurant
has become synonymous with genuine home-style Filipino food and has become a favorite
venue for countless Filipino celebrations. Truly The House That Fried Chicken Built TM, the
brand has cemented its market leadership position and its relevance as a Filipino brand, one
that is capable of building affinity with its customers regardless of demographics through the
values and qualities it has been espousing since 1945 and continues to attract customers by
being innovative and responsive to the evolving needs of the market.
About the Company
Max’s Group, Inc. is the largest casual dining restaurant company in the Philippines.
MGI started with its flagship brand Max’s Restaurant, a humble roadside cafe in the
home of its founders. A simple gesture of welcoming American GIs in 1945 with Fried Chicken
gave birth to a proud global Filipino institution.
With the goal of delighting its customers, it continually searches for partners who share
their passion and vision to consistently serve new customers in new territories with fresh,
genuine, quality food and a great dining experience in different formats.
Max's Restaurant's beginnings started in 1945, after World War II. Maximo Gimenez, a
Stanford - educated teacher, befriended the American occupation troops stationed at Quezon
City. Because of this friendship, the soldiers regularly visited Maximo's nearby home for a drink
or two. Later, the troops insisted that they pay for their drinks. This prompted Maximo to open a
cafe, where the troops could enjoy food and drinks.
The cafe initially served chicken, steak, and drinks. Maximo's niece, Ruby, who
managed the kitchen, created a special recipe for chicken that became an instant favorite for
the GIs. Soon, the Filipino public heard about the delicious chicken-tender, juicy, and crispy-and
they came too! Max's Restaurant was born.
Over the years, Max's Restaurant's popularity grew, and it became known as "the house
that fried chicken built." It has expanded in Metro Manila, Southern and Northern Luzon, Cebu,
and to California, and other places in the United States. It has also expanded to Canada. It will
soon open restaurants in other countries as well.
Max's Restaurant has established itself as a household name in the Philippines, an

institution, and a proud Filipino tradition. The second and third generations of the family
continue to zealously uphold the standards and traditions set by Maximo and Ruby for all Max's
Restaurants.
Today, dynamic individuals interested and willing to invest in the long-standing tradition
of quality which Max's Restaurant offers can invest in Max's. It opened its doors to franchising in
the second quarter of 1998. This is an opportunity to join the thriving food service industry in the
Philippines.
Max`s Group`s vision, mission, and values bind its employees together by providing a
sense of purpose that enables each member of the organization to wholeheartedly understand
and fulfill its mission of building loved brands.
VISION - OUR ASPIRATION

To be the leading Filipino Company with brands most loved by 2025
MISSION - OUR PASSION

We build loved brands
VALUES
We do it with love, one customer at a time. We do it right the first time. We do it better -
by being genuine, thoughtful and innovative
Our brand attributes
GENUINE
We take pride in what we do. We remain rooted in our values of going out of our way to
do things properly and staying committed to using only the best ingredients and serving real
food and products for you to enjoy.
THOUGHTFUL
We want to share our best with you. We pay attention to the details and provide you with
service that is memorable. We are constantly looking for ideas to improve what we have and
give you something better.
DELIGHTFUL
We want you to enjoy life. We live for the moments that make us part of the stories that
you tell our friends and families. We are inspired to be creative and make every experience you
have with us special.
Tagline/Slogan
“SARAP TO THE BONES”
“DELICIOUS TO THE BONES”
“THE HOUSE THAT FRIED CHICKEN BUILT”
Max’s Restaurant Logo

Strategic Positioning
Max's Restaurant has established itself as a household name in the Philippines, an

institution, and a proud Filipino tradition. The second and third generations of the family
continue to zealously uphold the standards and traditions set by Maximo and Ruby for all of
Max's Restaurants. Max's Group, Inc. engages in the business of catering foods and
establishing, operating, and maintaining restaurants, coffee shops, refreshments parlors, and
cocktail lounges. It offers a diverse cuisine covering American, Filipino, Japanese, Chinese, and
French. Its brands include Dencio's, Kabisera ng Dencio's, Teriyaki Boy, Sizzling Pepper Steak,
Le Coeur De France, The Chicken Rice Shop, and Yellow Cab. The company was founded by
Milagros Basa, Leticia Zamora, and Carmen Zaragosa in 1970 and is headquartered in Makati,
Philippines. The chain has a strong company culture based on treating, not only, its guests but
also, its employees with respect and appreciation. Historically, they have offered full benefits
packages to their employees such as meal discounts, paid vacations, profit sharing, 401K plans,
and health, life, dental, and vision insurance. To stay competitive with the industry they have
continually benchmarked the competition’s benefits and have added benefits over the years
such as flexible spending accounts and paid time off banks. Max’s has done a great job
evaluating their benefits package every few years.
Max’s, also, has a strong employee development program. This program allows Max’s
to hire employees with little or no skills at a minimum starting cost which implements a market
lag pay philosophy.
In addition, they focus on building personal relationships with employees and supporting

them in times of crisis, thus building employee engagement and retention. In addition, Max
values the communities in which they serve. They give back to each of the communities in
which they conduct business. Not only do they donate money, but they also donate their time by
running a very successful employee volunteer program.
https://www.maxsgroupinc.com/brand/maxs-restaurant-3?
https://en.wikipedia.org/wiki/Max%27s_Restaurant

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POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

Of the Requirements for the course subject

INTERNATIONAL BUSINESS AND TRADE

Kenz James B. Pineda

Mr. Mar Jonathan Flores

About the Company

Max's Restaurant has established itself as a household name in the Philippines, an

VISION - OUR ASPIRATION

MISSION - OUR PASSION

Our brand attributes

Max’s Restaurant Logo

Max's Restaurant has established itself as a household name in the Philippines, an

In addition, they focus on building personal relationships with employees and supporting

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