For 80 years, Max's Scout Tuason has stood as a silent witness to countless family gatherings, first dates, and milestone celebrations. More than just a restaurant, it has become a second home to a generation where tradition is served on every plate, and every visit feels like coming back to something familiar. Photo source: MGI  Food plays a significant role in Filipino culture, it is a means to bring people together, strengthening family ties, and fostering a sense of community. In the Philippines, meals are not merely about eating; they are social events where stories are shared, laughter is exchanged, and relationships are nurtured.

Dining around the table is a cherished tradition in Filipino families. Most families would gather around the table and have a meal together, even when the children have their own families, they would make it a point to visit on weekends to keep the tradition of sitting and having a meal together.

Beyond the family unit, food also helps strengthen bonds within the community. Filipino celebrations – whether it be a birthday, baptismal, wedding, anniversary, barangay fiesta or town fiesta, Christmas, or even New Year are often communal feasts where neighbors and even strangers are welcomed with open arms to have a meal in one's home.

Ultimately, food in the Philippines is a unifying force as it represents the country's deep-rooted values of family, hospitality, and community, making every meal an opportunity to create lasting memories and strengthen social connections.

Since 1945, Max's Group Inc. (MGI) has grown beyond the iconic Max's Restaurant to become one of the Philippines' largest casual dining groups with beloved brands like Pancake House, Yellow Cab Pizza, Krispy Kreme, and Jamba Juice, MGI has not only served delicious food, but has also fostered strong connections with the communities it operates in. 

"As Max's Restaurant celebrates its 80th year, its success could not have been possible without building solid and fundamental community ties," said Dave Fuentebella, Director of MGI.

Established community roots

It starts from a culture of empathy. Whether opening new branches or renovating existing ones, MGI does not simply rely on numbers and metrics. Instead, the company goes deep, prioritizing understanding the community's unique character before making any decisions. 

"It would be wrong to assume what is best for the community without doing the homework first," said Jim Fuentebella, MGI Chief Marketing Officer. The "homework" includes engaging with local stakeholders, observing unique community habits, and identifying what is missing and what may be enhanced. 

A good example of this approach was the renovation of the Banawe, Quezon City branch of Max's Restaurant. Instead of relying solely on standardized designs and broad market analyses, the MGI team took the time to observe the branch's patrons firsthand to understand their unique needs.

As the branch is located near a hospital, they found that their clientele includes elderly individuals, with a good number using wheelchairs or crutches. These customers were not there to seek out anything flashy. They came to Max's for comfort and consistency. This insight guided the team's renovation strategy, prioritizing accessibility with proper ramps and flat floors to enhance safety and ease of movement.

Starting from empathy

The 80-year-old tree outside Max's Scout Tuason— a living witness to decades of family gatherings, shared meals, and community ties. For them, this tree is more than just part of the restaurant's landscape; it's a symbol of Max's deep-rooted commitment to preserving history, honoring relationships, and creating spaces where people feel at home. Photo source: MGI  In the restaurant industry, floor space is a precious commodity with every square foot measured by its profit potential. Yet, when MGI renovated its Scout Tuason branch of Max's Restaurant, it faced an unusual choice. At the center of the property stood an 80-year-old tree with deep roots in the neighborhood's history. Removing it would have meant additional seating and more revenue. But for MGI, some things hold greater value than financial gain. 

"You do not cut down an 80-year-old tree for more seats," said Jim Fuentebella, MGI Chief Marketing Officer. 

This decision was not just a gesture of goodwill; it was a reflection of MGI's core philosophy. For over 80 years, the company has demonstrated that a restaurant is not just a place to eat—it is a space where relationships are nurtured and communities flourish. 

Yellow Cab's Half Moon Pizza makes their signature flavors more accessible, serving up the same bold taste in a perfectly sized half-moon slice. Photo source: MGI 

This mindset spills over to their new products. Yellow Cab Pizza Co., for instance, saw the need for more accessible options for new guests and solo diners to try their products, and introduced its Half Moon Pizzas. The newest Max's Restaurant in SM City Cebu celebrates local heritage with exclusive Cebu Specials, like its Ultimate Chorizo and Danggit Plate, highlighting the region's vibrant cuisine. 

By recognizing what truly matters—whether it is preserving a historic tree or catering to the specific needs of a neighborhood—MGI creates spaces where people gather, share moments, and feel at home. At a time when public spaces are becoming scarce, MGI's restaurants serve as welcoming hubs of warmth and connection. 

"We aim to create spaces in our stores that foster interaction and togetherness," said Jim Fuentebella. "Because that is what happens when we eat—it is about more than just food; it is about the bonds we build," Fuentebella added. 

Strengthening local ecosystems

Nurturing connections from the ground up: Through mindful innovation, MGI works hand in hand with local farmers, turning fresh harvests into beloved dishes that bring people together. "When they grow, we grow," said Jim Fuentebella, reflecting MGI's deep commitment to uplifting Filipino producers. Photo source: MGI  MGI's commitment to the community extends beyond its customers to include local suppliers. The company actively works with local farmers and suppliers, partnering with them to meet the company's high standards and fostering sustainable growth. While this approach is not always the most cost-effective, it is a conscious decision that strengthens local ecosystems and delivers the top-quality products to consumers. 

Pancake House, for example, has a collaboration with the Cacao-Trace program that supports farmers in Davao. By using locally made chocolate in menu favorites like Deep Dish Chocolate Brownie and Hot Chocolate, they help farmers receive fair payment for their labor. 

When Krispy Kreme opened their Naga store in 2023, they offered regional-exclusive Glazed White Choco Pili doughnuts using local ingredients. Similarly, Jamba Juice recently collaborated with Dehusk to create limited-edition totes, sourced from The Learning Lab, a program that trains middle-aged mothers and provides them with sustainable livelihood opportunities. 

MGI employees share a moment with Davao's cacao farmers, celebrating the hands behind every rich, chocolatey bite. Through the Cacao-Trace program, Pancake House brings locally made chocolate to favorites like the Deep Dish Chocolate Brownie and Hot Chocolate where farmers are ensured fair support. Photo source: MGI 

Max's Restaurant also partners with local farmer groups to source fresh vegetables, but its commitment goes beyond procurement. "If our suppliers grow, we grow," Dave Fuentebella added. The restaurant supports farmers through training and guidance, helping them refine processes like vegetable preparation and quality control. Through guaranteed orders and fair pricing, these partnerships have provided farmers a stable income, even during challenging times like the pandemic. 

After 80 years in the business, MGI is redefining what success means in the industry. By prioritizing community over convenience and compassion over cost-cutting, they have built more than restaurants— they have demonstrated that in the F&B industry. For MGI, real success is not just about serving meals, but about serving people.

To know more about Max's Group Inc. (MGI), visit their website.