Ex-PLDT exec named Max’s new COO

The country’s leading casual dining restaurant chain, Max’s Group Inc. (MGI), has taken in former PLDT Inc. executive and head of consumer business Ariel Fermin as its new chief operating officer for the flagship business, Max’s restaurant.

Fermin was also hired as COO for Max’s Corner Bakery and Krispy Kreme. He will concurrently serve as chief innovation officer tasked to accelerate growth momentum and propel vision of building various food brands under the group, MGI told the Philippine Stock Exchange Friday.

According to the disclosure, Fermin will undergo an immersion program with the various business units of the group from Jan. 16 to April 30, 2017 before joining the company full-time effective May 1, 2017.  He will report to MGI CEO Robert Trota.

As MGI recognizes the evolving changes in the consumer and business landscapes, the group believes that Fermin’s entry into the organization would strengthen the brand’s leadership core. He will be involved in leading various teams across the organization to improve execution efficiencies in keeping with MGI’s vision to build brands.

Prior to joining MGI, Fermin has led world-class companies and award-winning campaigns. He was the executive vice president and head of consumer business of PLDT for five years.

But Fermin is no stranger to food brands. Fermin was previously the concurrent president of Greenwich and Chowking—two of the country’s biggest Filipino fast food chains—from 2008 to 2011. —DORIS DUMLAO-ABADILLA