MAX'S Restaurant Profile

MKE102-“Franchising”

By; Geancie C. Torres

MAX’s Restaurant Franchisor Roxas Boulevard in Parañaque

Franchisee Magsaysay in Olongapo

MAX’s Restaurant History „

Max’s Restaurant beginnings started in 1945, after world war II

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Maximo Gimenez, a Standford-educated teacher, befriended the american occupation troops and insisted that they pay for the drinks

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This prompted Maximo to open a café and initially served chicken, steak and drinks.

MAX’s Restaurant History „

Ruby, Maximo’s niece, managed the kitchen and created a special recipe for chicken.

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Max’s Restaurant was born

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They grew and became known as “the house that fried chicken built”.

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Max’s Restaurant has established itself as a household name, an institution, and a proud Filipino tradition.

MAX’s Restaurant Products

Crispy Pata

Longsilog

Litson Kawali Fried Chicken

Tapsilog

MAX’s Restaurant Products

Nilagang Baka

Desserts Corner Bakery

Sinigang

Merienda

SWOT ANALYSIS STRENTGHS Casual

Fine Dining Positive Brand Image High Quality Guarantee Care Program Ambiance Man-Power

SWOT ANALYSIS WEAKNESSES Price Waste Disposal Awareness Preparation Time Adjustment Period

SWOT ANALYSIS OPPORTUNITIES Franchise Expansion Abroad Healthy Life Style Conventions Holidays and Occasions

SWOT ANALYSIS THREATS Growth of Fast Food Chains Taste Preference Influences of Foreign Countries Allocation of Income Weather Condition

MAX’s Restaurant Layout

Dining Area

Corner Bakery

Occasion