Meralco partnership vital in Max’s business expansion

Who knew that fried chicken would be the basis for one of the biggest success stories in Philippine dining history?

Max’s Restaurant has gone a long way since its beginning in 1945. Years before today’s glitzy hotels took over, Max’s was often the venue of choice for wedding receptions and upscale birthday parties. Apart from clean settings and impeccable service, the food was mouth-watering, led by their signature chicken recipe that became foundation for “The House That Chicken Built.”

After their first branch in Scout Tuazon, Quezon City, that foundation has expanded into a thriving food service conglomerate that includes the local franchise for popular American food brands Krispy Kreme Doughnuts and Jamba Juice, and the Max’s Corner Bakery.

Partners from the start
Meralco has always been one of Max’s earliest business partners, according to Max’s Franchising, Inc. president, Robert F. Trota.

“Having an unreliable service provider is not an option,” said Trota. “In the food service industry, it’s not just about providing delicious food; it’s the whole service package. No matter how juicy our fried chicken is, you won’t be able to enjoy it if you’re going to eat it inside a dark and humid restaurant.”

Reliable power, competitive edge

By collaborating with Meralco to access hassle-free and reliable power, SMEs can gain a competitive edge in today’s dynamic business landscape – whatever industry it may be.

Call 16223-SME or visit www.meralco.com.ph/sme to find out more about partnering with Meralco.

Explaining further how Meralco is crucial to the business, Trota added, “They’re not just a utility provider servicing businesses. It’s a partnership. Our stores cannot be energized today unless it’s done by Meralco. We need our high-tech and sensitive equipment to run on high quality, reliable power to avoid costly breakdowns and repairs.”

Max’s close collaboration with Meralco also led to a partnership with Meralco subsidiary, MServ, which provides power correction services to customers.

A voluntary audit by Meralco relationship managers revealed that two of Max’s branches were operating at power factor levels below minimum. When power factor is low, it means that the customer’s current contracted capacity is more than what is required. This can cause excess heating and prematurely shorten the life span of electrical motor-run equipment such as deep fryers and cold storage facilities. MServ is working with Max’s to bring the two branches’ capacity levels up to par.

Shining example for SME success
Max’s Restaurant now has more than 135 branches, with nine in the US, three in Canada, and three in the Middle East. The company was named one of the five outstanding small to medium-sized enterprises (SMEs) in the 2013 Meralco Luminaries Awards – recognition night for the utility’s top customers and partners from the public and private sectors, which share Meralco’s vision to help build a brighter Philippines.

Trota, who is also chairman of the Philippine Franchise Association (PFA), shared plans to capture a bigger international market for the iconic food chain. “We want to grow to a level where we will be the loudest Filipino brand that provides great food and excellent service,” he said. “We believe the fuel of the Philippine economy is really the SME,” the PFA chief said. “The birth of the Meralco SME Partners group is definitely a welcome indication from Meralco that the much-needed support for SMEs is there.”

In his capacity as head of the PFA, and as a successful entrepreneur himself, Trota is more than willing to dispense advice to startups. His words of wisdom to budding enterprises are to collaborate with stakeholders that share in your vision of success. As a testament to how he values his relationship with the utility, he said, “Communicate with Meralco. Regardless of which industry you are in, there’s always value in having a business partner you can trust.” (Editor’s Note: This article is an advertorial and is being reposted upon the advertiser’s request.)