Max’s Restaurant to Increase US Presence

“The house that fried chicken built” offers Filipino-Americans a taste of home
Fried Chicken

Flickr / LWYang / CC BY 4.0

Max’s, already a household name in the Philippines, has big plans to expand.

Max’s Restaurant, a Filipino-owned restaurant chain ubiquitous in its native country, is set to expand its presence in the United States in partnership with De Borja, Inc., according to ABS-CBN News.

Known as “the house that fried chicken built,” Max’s traces its beginnings back to 1945, after World War II when founder Maximo Gimenez befriended American occupation troops stationed at Quezon City. This friendship prompted Gimenez to open a café where these troops could enjoy food and drinks, according to Max’s website.

With Max’s partnership with De Borja, Inc., the chain is set to build at least three new locations in San Diego within the next five years. Max’s Group president and chief executive Robert Trota says, “We are excited to extend our footprint in North America through our partnership with De Borja Inc., a diversified group with a long track record of business excellence. It is our pleasure to serve the citizens of San Diego including our countrymen based overseas a taste of home.”

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Max’s Group, which includes brands such as Max’s, Krispy Kreme, and Jamba Juice, says that it aims to have at least 200 international outlets by 2020 across its brands.