Or how Filipino hospitality gave rise to a national landmark.
There’s a unique satisfaction in revisiting the simple pleasures of childhood—from climbing a tree and riding a bike to savoring the taste of your favorite food. And when it comes to family celebrations, dining at Max’s was always a staple. Whether it was your grandma’s birthday, your grade school graduation, or your parents’ anniversary, Max’s signature fried chicken and their versions of Filipino favorites were always on the table. And what better way to relive those cherished memories than walking down Max’s memory lane? Spanning more than seven decades of Filipino tradition, the brand proudly celebrates its 79th anniversary this October.
The Birth of Max’s Iconic Fried Chicken
In 1945, as Filipinos were rebuilding their lives after World War II, Maximo Gimenez, a Stanford-educated teacher, extended his hospitality to American troops stationed in Quezon City by offering them refreshments. When the soldiers insisted on paying for their drinks, what began as a simple gesture of kindness soon led to a friendship and the opening of a café. Gimenez’s niece, Ruby, then took charge of the kitchen and created the now-famous Sarap-to-the-Bones Fried Chicken—a recipe that quickly attracted neighboring Filipinos and marked the beginning of Max’s Restaurant.
Filipino Favorites Spanning Generations
Nearly eight decades later, Max’s Restaurant continues to live up to its moniker, “The House That Fried Chicken Built.” No matter which generation you belong to, it’s nearly impossible to grow up in the Philippines without hearing about Max’s (just ask your dad or your dad’s dad). As the center of family gatherings, it has been a witness to countless Filipino milestones—perhaps even some of your own. Album photos show Max’s as the warm and familiar backdrop to families’ triumphs and shared stories that span generations.
Now with over 200 restaurants across the Philippines, North America, Canada, the Middle East, and Southeast Asia, Max’s Restaurant has consistently drawn patrons with the best of Filipino cuisine. At the heart of their menu is Max’s Fried Chicken, famous for its golden brown skin and tender meat, served without breading. Beyond that, Max’s has also put its own spin on many beloved Filipino classics. Their All-Beef Kare-Kare, a rich peanut stew made with oxtripe, beef, and vegetables, served with bagoong (shrimp paste), is a savory delight that never disappoints. For no-meat selections, Max’s signature Sizzling Tofu—a sizzling plate of deep-fried tofu cubes in a creamy, mildly spicy sauce, is always a sure hit. Of course, it isn’t a Pinoy party without Pancit Canton, stir-fried egg noodles mixed with vegetables, chicken, pork, and seafood, and Lumpiang Shanghai, crispy bites perfectly paired with a sweet and sour dipping sauce. To end on a sweet note, you can’t go wrong with Halo-Halo—a delightful mix of shaved ice, sweetened fruits, beans, and jellies, topped with leche flan and ice cream.
With such a diverse array of flavors, it’s no wonder that Max’s has become synonymous with comfort and nostalgia over the years. Each dish brings a taste of tradition, making every visit to Max’s a flavorful journey through Filipino heritage.
Head on to Max’s Facebook page for special surprises on its 79th anniversary!
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