Do you have what it takes to franchise Max’s? Here are four aspects not to miss

Updated: Mar 22

By Sam Christopher Lim

CEO, Francorp Philippines

Max’s Restaurant began its colorful journey way back in 1945 after the second World War as a

small roadside café serving American G.I.’s with fried chicken. Decades later, “The House That

Fried Chicken Built” became the flagship brand of Max’s Group, Inc. (MGI), the largest casual

dining restaurant company in the country.

Whether it’s their famous fried chicken, or their best-sellers crispy pata and kare-kare, Max’s

Restaurant is a familiar choice for anyone who would love to taste authentic Filipino cuisine.

Over the years, it has become a staple restaurant in Metro Manila, Southern and Northern

Luzon, Cebu, and the entire country. And because of the power of franchising, Max’s

Restaurant has not only grown in the local dining scene, but also in the global market with

successful branches in California and other places in the USA and in Canada.

If you’re eyeing to franchise a global brand like Max’s restaurant, here are the important

aspects you must not miss.

1. The Capital.

Max’s Restaurant offers two types of franchise packages with different

required capitals. The Mall-based Franchise Package is worth Php 15 million to Php 18

million while the Stand-alone Franchise Package is worth Php 19 million to Php 22

million. These packages include the franchise fee, store construction, equipment,

furniture and fixtures, manpower hiring and training, and pre-opening marketing

activities. The franchise term is 10 years and renewable for another 5 years.

2. The Space and Location.

Max’s Restaurant requires its stores to encompass an area

starting from 200 sqm. You might be wondering if you can apply for a franchise even if

you don’t have a site or location. The good news is yes. “Usually, the franchise applicant

proposes the store location subject to our site assessment, analysis, and approval.

However, the company may also match sites for the approved franchise applicant,” as

stated in Max’s Restaurant official website. It’s important to know that establishing your

store in a proper space and preferred location will be the best maneuver to earn

desirable profits.

3. The Qualifications.

If you are: 1) experienced in food and retail business, 2) financially

capable, 3) someone who has a good network in the trade area of the proposed store,

and 4) dedicated and with the infrastructure to manage the store, then you are most

qualified to become a Max’s Restaurant franchisee.

4. The Love for Filipino Tradition.

Max’s Restaurant was started by Maximino Gimenez

who welcomed and befriended American troops stationed in Quezon City seventy-five

years ago. His friendliness and his niece Ruby’s kitchen wonders in perfecting their

famous fried chicken and other authentic Filipino traditional dishes have marked the

colorful beginnings of Max’s Restaurant. If you cherish and uphold the Filipino tradition

that Maximino, Ruby, and their family have shared with the world through this

restaurant, then you are a match to this franchise empire. #

U-Franchise Sales & Management is a free franchise matching service that has helped

thousands of Filipinos find the right franchise. Learn more about Max’s on

To find the right franchise opportunity, visit, email or call Rowee Altura (+63917) 881.69.99.

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