Franchisees are family in Max’s world

One big happy family.(From left) Kerwin Esteve, Pauline Lucero, Flor Lucero, Ceal Pua Phee, Robert Pua Phee, Robert Trota of Max’s —KIMBERLY DELA CRUZ

Longtime Max’s Restaurant franchisees Cecilia Pua Phee and Flor Lucero may not be related to their parent company Max’s Group Inc.’s owners, but that doesn’t mean they’re not family.

“There’s no wall. You can call, text, approach them any time for any concern, and they are really open,” says Phee, who, aside from operating a Max’s in San Fernando, La Union, also has a Yellow Cab branch (also in La Union) and a Pancake House in Baguio City. “I know it’s a corporate setup, but the feeling of a family is there.”

The same goes for Lucero, who runs the Malacañang branch.

“They always support you with what you need for the store, with things you don’t understand. They don’t stop reeducating their franchisees on how to operate the store better, to give better food to our customers,” she says.

Lucero’s relationship with MGI began in 1998 when her services as a vegetable supplier were tapped by Max’s Restaurant, which she continues to provide today.

She became a Max’s franchisee in 2006.

She recalls how enormous the challenge was back then for her to learn the ropes of the food business, given her only entrepreneurial knowledge was that of supplying vegetables.

“Everything [was a challenge]. I learned that you have to have passion for what you are doing, to follow [company] standards, procedures, how you should prepare the food to really please the customer,” says Lucero.

But “the real struggle,” she adds, “was motivating myself, telling myself I could do it.”

Today, aside from catering to the prestigious Malacañang crowd, Lucero also has Teriyaki Boy and Sizzlin’ Steak stores in Robinsons Galleria.

Phee—who opened her branch in 2001—on the other hand, is no stranger to running a family business, as prior to joining MGI, she and her husband had already been managing their own construction company.

“[Running a Max’s Restaurant] was something new compared to what we were used to doing. But it wasn’t really that hard. The brand itself isn’t hard to sell. There were just the usual challenges in operations, handling people,” she says.

As their relationship with MGI continues to strengthen, with both women being two of the company’s consistent top performers, Lucero and Phee have taken it upon themselves to also pass on the Max’s legacy to their children, in the same way that the company’s owners have done.

For Lucero, it is her eldest daughter Pauline who is following in her footsteps by managing their Teriyaki Boy and Sizzlin’ Steak franchises.

“My mom and dad are very supportive. They let me decide on things on my own, and they just tell me if they think it’s right or if they want it done another way,” Pauline says.

Phee is likewise training her eldest daughter—she and her husband have four—to take after the business.

“Because eventually, what we have will be passed on to them,” says Phee.

In fact, says MGI president and CEO Robert Trota, many of their franchisees, like Lucero and Phee, have begun to hand over the reins of their businesses to the next generation.

“Handing it down to your children is a great thing, and we’d love to work with them and their children and continue growing the business,” says Trota. “For them, it’s a great family business—and that’s how we treat it, actually. The business side is there, but the family is very important to us. —ANNELLE TAYAO-JUEGO