Established
1945
Franchise Units
600
Minimum Investment
$750,000
Franchise Fee
$50,000
Total Investment Range
$1,500,000
Home Based
No
Description
Max’s of Manila is one of the most iconic Filipino restaurant brands in the world, recognized for its legendary fried chicken, classic comfort dishes, and deep cultural heritage. Often referred to as “The House That Fried Chicken Built,” Max’s has grown from a single family restaurant into an internationally celebrated dining brand that represents Filipino cuisine on a global stage.
In the United States, where demand for authentic global flavors continues to rise, Max’s of Manila stands out as a powerful opportunity in the fast-casual to full-service ethnic dining segment. Filipino cuisine is gaining mainstream traction across major U.S. cities, driven by a growing Filipino-American population and a broader consumer appetite for bold, comfort-driven international food concepts. Max’s brings decades of operational experience, a highly recognizable brand, and a menu that balances tradition with wide appeal.
For investors seeking a culturally rich, proven restaurant concept with strong brand loyalty and expansion potential, Max’s of Manila offers a compelling franchise opportunity backed by history, systems, and global recognition.
Why Invest in Max’s of Manila Franchise?
Investing in a Max’s of Manila franchise means aligning with a brand that already commands trust, nostalgia, and loyalty across generations. The restaurant’s positioning blends authentic Filipino flavors with a family-friendly dining experience that resonates with both ethnic and non-ethnic customers.
Key investment advantages include:
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Globally Established Brand – Over seven decades of operating history with international brand recognition
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Proven Menu Icon – Signature fried chicken and classic Filipino dishes with consistent demand
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Growing U.S. Market Demand – Filipino cuisine is one of the fastest-emerging Asian food categories in America
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Multi-Revenue Channels – Dine-in, takeout, catering, group dining, and third-party delivery platforms
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Strong Cultural Identity – Deep emotional connection with Filipino-American communities while appealing to mainstream diners
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Scalable Restaurant Model – Adaptable for urban centers, suburban markets, and destination locations
Background
Established Year: 1945
Founders: Maximo Gimenez
Brand Origin & Early History
Max’s of Manila was founded in 1945 in Quezon City, Philippines, shortly after World War II. What began as a small café inside Maximo Gimenez’s home quickly gained popularity when he started serving fried chicken to American soldiers stationed nearby. The recipe became an instant favorite, and the restaurant soon evolved into a dedicated dining establishment. Over time, Max’s earned its nickname, “The House That Fried Chicken Built,” a testament to the dish that defined the brand.
Brand Journey & Growth
From its humble beginnings, Max’s expanded steadily across the Philippines, becoming one of the country’s most recognizable and trusted restaurant brands. The company focused on consistency, hospitality, and preserving the authentic flavors of Filipino comfort food. As demand grew, Max’s refined its operating systems, standardized recipes, and invested in professional restaurant management—laying the foundation for national and international expansion.
Ownership & Corporate Structure
Today, Max’s of Manila operates under Max’s Group Inc., a leading Philippine-based restaurant group that manages multiple well-known dining concepts. The group brings decades of experience in franchising, supply chain management, quality control, and brand stewardship, providing a strong corporate backbone for franchise partners.
Franchise Active Units
600+ active locations worldwide, spanning company-owned and franchised restaurants across the Philippines, Asia, the Middle East, and North America, with an established and growing presence in the United States.
Market Presence in the USA
In the U.S., Max’s of Manila is positioned as a full-service casual dining restaurant offering authentic Filipino cuisine in a welcoming, family-oriented environment. Locations are typically developed in high-density urban areas, culturally diverse neighborhoods, and strong suburban trade zones where demand for global flavors and experiential dining continues to grow.
Industry Category
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Casual Dining Restaurant
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Ethnic & International Cuisine
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Filipino Food Franchise
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Full-Service Restaurant with Takeout & Delivery
Brand Reputation & Positioning
Max’s of Manila is widely regarded as an ambassador of Filipino cuisine. The brand combines heritage recipes, recognizable signature dishes, and warm hospitality with modern restaurant systems. Its long operating history, loyal customer base, and global expansion make it a trusted name for both diners and franchise investors.
Support Training
Max’s of Manila provides structured, end-to-end support designed to help franchisees launch, operate, and grow their restaurants successfully.
Pre-Launch Support
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Site selection guidance and market evaluation
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Restaurant layout and kitchen design support
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Vendor sourcing and supply chain integration
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Assistance with permits, compliance, and pre-opening requirements
Training & Operational Support
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Comprehensive initial training covering food preparation, service standards, and restaurant operations
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Management and staff training programs
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Recipe standardization and quality control systems
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Ongoing operational audits and performance reviews
Marketing & Brand Support
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National and regional brand marketing strategies
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Grand opening marketing planning
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Digital marketing and social media guidance
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Menu innovation and seasonal promotions
Ongoing Franchise Support
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Dedicated franchise operations team
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Continuous training updates and best practices
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New product rollouts and menu enhancements
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Technology systems for POS, reporting, and performance tracking
Ideal Candidate
Max’s of Manila is best suited for franchisees who are passionate about food, hospitality, and community-driven dining experiences.
Ideal Candidate Characteristics
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Experienced restaurant operators or multi-unit investors
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Entrepreneurs with strong business management and people leadership skills
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Investors seeking a culturally meaningful, brand-led concept
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Hands-on owners or operators with hospitality experience
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Individuals committed to maintaining brand quality and authenticity
Investment Capability & Location Preference
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Ability to meet mid-to-upper-range restaurant investment requirements
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Strong preference for high-traffic urban or suburban trade areas
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Access to diverse customer bases with strong dining demand
Prior experience in full-service or fast-casual dining is highly advantageous, though qualified multi-unit investors may also be considered.
Financial Detail
| Financial Component | Estimated Details (USD) |
|---|---|
| Total Investment Required | $750,000 – $1,500,000 |
| Minimum Investment Required | Approx. $750,000 |
| Franchise Fee | $50,000 – $75,000 |
| Net Worth Requirement | $1.5M+ (varies by market) |
| Liquid Capital Requirement | $500,000+ |
| Restaurant Type | Full-Service Casual Dining |
| Franchise Units Available | Single-Unit & Multi-Unit |
| Initial Build-Out / Infrastructure Cost | $500,000 – $900,000 |
| Equipment & Kitchen Setup | $150,000 – $300,000 |
| Initial Marketing / Grand Opening | $25,000 – $50,000 |
| Working Capital (3–6 months) | $75,000 – $150,000 |
| Royalty Fee | Percentage of Gross Sales |
| Advertising / Marketing Fee | Percentage of Gross Sales |
| Estimated Break-Even Period | 24 – 36 Months |
| Expected ROI | Competitive with strong location & management |
| Primary Revenue Streams | Dine-In, Takeout, Delivery, Catering, Group Events |