67-year-old chicken brand gears for changes

THE LITTLE chicken diner that could.

Max’s Restaurant, as a brand that has captured the hearts of Filipinos for 67 years, intends to focus on its core strength—its products and its people.

These are the key ingredients that the brand will continuously utilize in order to reinforce its leadership position and boost its market traction in the Philippines and abroad. We are adamant at providing our customers with a positive experience that will enable them to nurture their relationships every time they sink their teeth into their favorite sarap-to-the-bones fried chicken and other delectable dishes served at Max’s.

The same principle holds true with our services as we intensify our values programs so that every Max’s employee will continuously live by the principle of passionate service every time they welcome our customers inside the branch. We believe that at the end of the day, our real brand ambassadors are our customers.

Recently, we have partnered with Body Shop in creating an unforgettable experience for our customers on both Mother’s Day and Father’s Day. We have also launched Max’s 4Sharing Meals, affordable meal bundles that will feature our signature dishes to customers dining in small groups of three to four. This year, our customers should expect more exciting activities and promos that will enable them to create unforgettable memories with their friends and loved ones.

FOR MOST Filipinos, fowl is the preferred fare.

Max’s is a brand that thrives with innovation, and we always keep up with the challenge of being highly relevant to our customers. We want our customers to understand that although Max’s has been around for almost seven decades, we continue to be relevant to the young and present generation of Filipinos. We will consistently push ourselves to grow and innovate in order to reach the untapped markets all over the world. As a brand, we continue to increase our equity through strategic marketing efforts utilizing both traditional and nontraditional media platforms.

For us, Max’s is more than just a brand. It is a tradition, an inherent part of our culture as Filipinos. We share our history with every Filipino who has ever dined at our restaurant. We intend to encapsulate these memories through every Max’s branch all over the world. In terms of expansions, we are also increasing our presence with 129 local branches, 12 international stores and more restaurants slated to be launched this year.

All our initiatives are geared toward our vision of becoming the most loved Filipino brand. It is important for us to be perceived as a brand with a heart, a brand that cares passionately for its customers, and a brand that is present in every important occasion in our customers’ lives.”

(The author is the marketing director of Max’s)