Max's Group

What Max's Group does

Max's Group, Inc. (PSE: MAXS) is the largest casual dining restaurant company in the Philippines, headquartered in Makati City and tracing its origin to a 1945 roadside cafe that became Max's Restaurant, "The House That Fried Chicken Built." The company operates a portfolio of 14 restaurant brands spanning Filipino casual dining (Max's Restaurant, Pancake House, Dencio's, Kabisera), American doughnuts and pizza (Krispy Kreme under master franchise since 2007, Yellow Cab), Japanese cuisine (Teriyaki Boy, Sizzlin' Steak), healthy beverages (Jamba Juice), Western comfort food (Maple), French-inspired bakery-café (Le Coeur de France), Chinese takeout (Singkit), bakery (Max's Corner Bakery), and chicken-focused concepts (Max's All About Chicken). It serves Filipino families, urban commuters, foodies, and franchise partners through both company-owned outlets and an extensive franchise network, with operational presence in the Philippines, the Middle East, North America, and other international markets.

The business model combines direct restaurant operations with a franchise-led growth engine, monetized through franchise fees and royalties, multi-brand hub transaction revenue, and company-owned store sales. Distribution is built around local and international franchising, with a structured 5-step franchise process and a stated 2017–2018 plan to add 80–90 outlets primarily through franchising. A distinctive recent format is the multi-brand hub (e.g., the 1,445 sqm Main Avenue site in Cubao, Quezon City) that co-locates multiple MGI brands under one roof with a shared back kitchen and sustainability infrastructure including solar panels, rainwater harvesting, permeable pavements, sewage treatment, and a Materials Recovery Facility. The company also functions as a corporate citizen via its Corporate Sustainability, Synergies, and Relationships (CSSR) program and partnerships such as the PHP 10.5 million sponsorship of the Philippine Olympic Committee for Tokyo 2020. The organization has 5,001–10,000 employees and is led by President and CEO Robert F. Trota, with Group COO Ariel P. Fermin overseeing operations and franchising.

Name

Max's Group

Legal name

Max's Group, Inc.

Website

https://maxsgroupinc.com

Company type

Public

Founded year

1945

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Max's Group, Inc. is the largest casual dining restaurant company in the Philippines, operating 14 restaurant brands across Filipino, American, Japanese, French, and healthy cuisine categories through company-owned stores, franchise partners, and multi-brand hub sites.

Ownership category

akta.pro rank

Product category

Casual Dining Restaurants

NAICS

Restaurants and Other Eating Places (7225), Limited-Service Restaurants (722513)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Casual Dining Restaurants (THAFACAB)

akta.pro secondary industry

Multi-Concept / Global QSR Chains (Mixed Menus) (THAFAAAO)

Keywords

• Casual dining restaurants
• Restaurant franchising
• Multi-brand restaurant portfolio
• Filipino cuisine dining
• Food and beverage services

Headquarters

HQ city

Makati

HQ country

Philippines

HQ region

Asia

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure, Others

Revenue model

1. Franchise Fees and Royalties: Max's Group generates revenue through franchise agreements with partners who pay initial franchise fees and ongoing royalties based on franchise operations. In 2017, 40 franchise agreements were awarded. The company notes that recurring fee-based income represents maximized profit flow-through.
2. Restaurant Operations: Direct operation of company-owned restaurant outlets across the portfolio of brands including Max's Restaurant, Pancake House, Krispy Kreme, Yellow Cab, Jamba Juice, Teriyaki Boy, and others.
3. Multi-brand Site Operations: Revenue from convergent multi-brand hub sites that house multiple restaurant brands under one roof, providing operational synergies and increased foot traffic.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Max's Group operates the largest casual dining restaurant portfolio in the Philippines, serving across 14 distinct brands covering Filipino, Japanese, American, French, pizza, doughnut, bakery, smoothie, and Chinese takeout concepts. Distribution combines company-owned outlets, a multi-step local and international franchise program, and convergent multi-brand hub sites that house several brands under one roof.

Product overview

Max's Group operates a diversified portfolio of 14 restaurant brands across multiple cuisines and formats including Filipino casual dining (Max's Restaurant), American doughnuts (Krispy Kreme), pizza (Yellow Cab), Japanese food (Teriyaki Boy, Sizzlin' Steak), healthy beverages (Jamba Juice), Filipino bar and grill (Dencio\'s), bakery (Max's Corner Bakery), Western comfort food (Maple), Filipino fine-casual (Kabisera), French cuisine (Le Coeur de France), Chinese takeout (Singkit), and pancake house. The company functions as both a franchisor operating its own brands and a master franchisee for international brands like Krispy Kreme and Jamba Juice in the Philippines.

Differentiator

Problem solved

Functional benefit

Products and services

• Max's Restaurant Flagship full-service casual dining restaurant brand serving home-style Filipino cuisine, synonymous with fried chicken and family celebrations; targeting Filipino families seeking authentic casual dining for over 70 years.
• Pancake House Casual dining restaurant offering warm service and familiar comfort food all day; for general consumers seeking a homey everyday dining experience. Brand acquired by Max's Group in 2017.
• Krispy Kreme Philippines American doughnut and coffee brand operated under master franchise in the Philippines since 2007; famous for Original Glazed doughnuts and the hot-now experience. Targets consumers seeking doughnut, coffee, and snack occasions.
• Yellow Cab Pizza Co. New York-style pizza restaurant chain serving 18-inch pizzas; targeting consumers seeking shareable, casual pizza dining experiences.
• Jamba Juice Philippines Healthy smoothies, food choices, and baked goods brand operated under license in the Philippines via Fresh Healthy Juice Boosters, Inc.; targets health- and lifestyle-conscious consumers across over 800 stores worldwide.
• Teriyaki Boy Japanese food restaurant chain offering approachable Japanese cuisine with contemporary design and traditional Japanese elements; targets consumers seeking quality Japanese dining at accessible price points.
• Dencio's Bar and Grill Bar and grill chain popular for relaxed hangout dining serving Filipino dishes such as Krispy Sisig and Krispy Pata; targets Filipino families, balikbayans, and working professionals seeking casual group dining.
• Max's Corner Bakery Bakery and pastry concept famous for dinner rolls paired with Max's fried chicken, later expanding to ensaimada, cakes, and take-out items; targets consumers seeking baked goods alongside Max's meals.
• Maple Elevated Western comfort food restaurant serving quality menus with generous portions and warm interiors; targets the more affluent dining market.
• Kabisera Filipino cuisine restaurant offering familiar flavors interpreted through a global lens; designed to be accessible to foreign guests and refreshing for Filipino fans.
• Le Coeur de France French-inspired coffee shop, restaurant, and boulangerie featuring artisan breads baked fresh daily, soups, pasta, gourmet sandwiches, and pastries; for consumers seeking French cafe-style fare.
• Singkit New York-inspired Chinese takeout and delivery service offering Chinese favorites such as Lechon Macau, Beef Broccoli, and noodle dishes; targets office and home customers in central business districts.
• Sizzlin' Steak Japanese-inspired steak restaurant presenting a sizzling-plate steakhouse experience with a modern industrial aesthetic; targets steakhouse diners seeking Japanese-Western steakhouse formats.
• Max's All About Chicken Chicken-focused restaurant concept offering chicken prepared in various styles; targets consumers seeking dedicated chicken-centric meal options within the Max's brand family.

Quantifiable outcome

• 40 franchise agreements awarded in 2017 alone
• +3 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Five partnerships are on record, tiered major, core and minor.

• Philippine Olympic CommitteemajorStrategic or Co-development Partner · 1 January 2019MGI invested PHP 10.5 million to support Philippine Olympic Committee and over 1,000 Filipino athletes, coaches, and officials for Tokyo 2020. Investment includes PHP 3 million grand cash incentive for gold medalists. Partnership makes MGI the first major local brand to pledge support to POC for Tokyo 2020. Campaign includes product innovations, food bundles, and marketing campaigns across MGI brands.
• Department of Tourism-CAR-BaguiocoreStrategic or Co-development Partner · 1 January 2019Partnership to empower farming communities in Baguio and Cordilleras to be competitive and become a source of pride for local food. MGI launched its Corporate Sustainability, Synergies, and Relationships (CSSR) program following the CAR Sustainable Farming and Tourism Conference. Activities include Adopt-a-Farm program and sourcing Tinawon Rice from Benguet farmers.
• Philippine Franchise AssociationminorOthers · 1 January 2017Industry association representing franchising sector in Philippines. MGI participates in franchise industry events including Franchise Asia conferences. Industry estimated growth of 30% in 2018 with food outlets as most popular franchise type.
• Tess Laus (Pampanga Franchise Partner)majorChannel Partner/ Reseller/ Distributor · 1 January 2000Tess Laus and husband Levy became franchisees in September 2000, opening first store at Villa del Sol in San Fernando. Partnership grew to include Max's branches in San Fernando, Cabanatuan, Clark, and SM City Pampanga; also franchises Dencio's and Yellow Cab Pizza. Represents key provincial franchisee contributing to Pampanga's post-Mt. Pinatubo rehabilitation.
• Atty. Diane Garcia (Franchise Partner)majorChannel Partner/ Reseller/ Distributor · 1 January 1998One of the first five franchisees of Max's Restaurant since 1998. Family venture expanded to 12 stores including Max's branches in Luzon and Vancouver, and Pancake House stores in Greater Manila Area. Represents 20+ year partnership demonstrating franchise model success.

Scale indicators8 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Tokyo Tokyo: Filipino casual Japanese-food chain operating across malls and high-traffic urban corridors. Directly comparable to MGI's Teriyaki Boy and Sizzlin' Steak brands in cuisine, price point, and target diner.
• Sizzler: Casual dining steak and grill chain with a long-standing Philippine presence. Comparable to MGI's Sizzlin' Steak and Maple brands in Western-casual cuisine, mid-tier pricing, and family dining occasions.
• Jollibee Foods Corporation: The largest Filipino restaurant group and MGI's most direct domestic competitor. Jollibee operates multi-brand casual dining and QSR chains in the Philippines and globally, sharing MGI's franchise-led expansion model, multi-brand portfolio strategy, and overseas push into North America and the Middle East.
• Greenwich Pizza: Filipino casual pizza and pasta chain under Jollibee Foods, with extensive mall and street-front presence. Comparable to Yellow Cab Pizza in menu positioning, dine-in casual format, and franchise-driven unit growth.
• Figaro Coffee: Filipino casual café and dining chain with coffee-led menu and casual seating. Comparable to MGI's Le Coeur de France and Max's Corner Bakery concepts and shares the Philippine mall-and-corridor real estate footprint.
• Kenny Rogers Roasters: Casual dining chain in the Philippines and broader Southeast Asia built around roasted chicken and family meals. Directly comparable to Max's Restaurant's positioning as a heritage chicken-led casual dining destination.
• BonChon Chicken: Asian casual dining chicken brand with strong Philippines and Southeast Asia presence. Overlaps with Max's Restaurant and Max's All About Chicken in chicken-focused casual dining and franchise-led expansion.
• Shakey's Pizza Asia: Philippine-listed casual dining and pizza operator with dine-in, takeout, and delivery channels and a strong franchise presence. Comparable to MGI's Yellow Cab and Pancake House sub-brands in casual family-oriented dining and mall-based real estate strategy.

Regional players

• BreadTalk Group: Singapore-headquartered multi-brand bakery and casual F&B group operating across Southeast Asia. Comparable to Max's Corner Bakery, Le Coeur de France, and the multi-brand hub strategy through its portfolio approach and regional footprint.

Broad incumbents

• Restaurant Brands Asia: Master franchisee operator of Burger King, Popeyes, and other global QSR brands across South Asia and adjacent markets. Directly comparable to MGI's role as master franchisee of Krispy Kreme and Jamba Juice and to its multi-brand hub thesis.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/MaxsGroupInc

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries14 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Max's Group