Max's of Manila

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Max's of Manila, popularly known as Max's Restaurant is a Philippine-based restaurant chain. Its specialty is the Max Fried Chicken, cooked in a distinct way and differentiate's itself from the starch laden fast food alternative. Aside from the fried chicken, the restaurant also offers standard Filipino dishes such as Kare-Kare, Sinigang, Crispy Pata, Dinuguan, and Lechon Kawali.

1 History
2 Locations
3 Advertisements
4 Pollution Concerns
5 External links
6 References

[edit] History

In 1945, after World War II, American occupation troops stationed in Quezon City, Philippines were befriended by Maximo Gimenez, a Stanford University-educated teacher. A few came to his nearby house for a drink or two, until they insisted that they pay for their drinks.

Maximo decided to open a cafe which served chicken, steak and drinks. He was joined by Mercedes his wife, and Felipa, his sister-in-law. His niece Ruby managed the kitchen, joined by her husband Claro. Ruby concocted a special recipe for chicken that was adored by the G.I.s., and they kept coming back for more. Soon enough, the Filipino public heard about the delicious chicken -- tender, juicy, and crispy -- and they came too!

Encouraged by her mother to expand the menu and serve more Filipino food, Ruby set up the Baclaran branch along Roxas Boulevard in Parañaque. It was decided that the restaurant would be named "Max's" which was Maximo's nickname.

[edit] Locations

There are 6 branches of Max's restaurant in California (Glendale, Sacramento, San Francisco, South San Francisco, Vallejo, and West Covina), one branch in Hawaii (Waipahu),and over 117 branches in the Philippines.

[edit] Advertisements

In earlier television and cinema advertisements, the restaurant's "Sarap to the bones" (which translitterates as "Delicious, to the bones") usually showed scenes of Filipino family get-togethers, with Max's serving as the venue.

More recently, a popular series of television advertisements told the story of a Max's employee who had been the childhood love of a popular TV celebrity, played by Piolo Pascual. The series showed scenes of the two characters as Children, as adults accidentally meeting at Max's, and then finally the deneument of the story where the celebrity recognizes the employee from their childhood. This commercial became so popular that it launched the showbiz career of Isabel Oli, the model who played the employee. ^[1]

[edit] Pollution Concerns

On August 17, 2007, KSK Food Products, manufacturer of the popular corn snack Boy Bawang joined the ubiquitous food chains Jollibee, McDonalds, KFC, Chowking and Max's Restaurant in the roster of top 26 Laguna de Bay polluters, according to the Laguna Lake Development Authority. The establishments were "honored" with the "Pasaway sa Lawa" (mulish of the lake) Award.^[2]