Max’s Group to open branches in California

Max’s Group Inc. (MGI), the country’s leading casual dining chain, is expanding its footprint in California, USA through a partnership with a local business group.

MGI disclosed to the Philippine Stock Exchange on Thursday that it had signed a development agreement with a family-owned firm, De Borja Inc., to build at least three Max’s restaurants in San Diego, California within the next five years.

“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,” said MGI president and chief executive Robert Trota.

This marks the fifth development agreement inked by MGI for 2015. “We are happy to seal a new market as we conclude the year,” Trota said.

“We are honored to be in partnership with Max’s Group Inc. and ecstatic to spread the standards, tradition and experience set by its founders in San Diego. Our extensive research determined that the people of San Diego have been clamoring for a Max’s Restaurant,” said De Borja Inc. managing director Krystle De Borja.

De Borja operates multiple businesses in various industries, including restaurant, retail and wholesale. It also works with the government sector, high schools, colleges, vendors through various collaborations. It has been operating for more than 44 years.

MGI currently operates a network of 171 branches, including 19 franchised stores overseas.

Earlier this year, MGI also inked a development agreement with the Lulu Group to build at least eight Pancake House stores in United Arab Emirates within the next five years.

There was also a separate deal to bring another brand, Sizzlin’ Steak, to Vietnam via 10 branches within the next five years.

MGI is currently valued by the stock market at around P26.4 billion.

MGI recently ventured into a new form of multi-brand retail dining format that makes use of a shared space.  This inaugural lifestyle spot is called “Burgos Eats,” located along the Burgos Circle in Bonifacio Global City.

“The overall blueprint of Burgos Eats is designed for better interaction between brands and diners to prosper by allowing the space to become the epicenter of leisure and activity,” MGI executive director Jim Fuentebella said.

“Burgos Eats is a great way for us to introduce our brands to a new generation of diners while also offering a fun, more interactive place to dine and unwind,” Fuentebella said.

The MGI brands include Pancake House, Yellow Cab, Teriyaki Boy, Krispy Kreme and Jamba Juice.