A Legacy of Togetherness That Spans Generations
Few brands can say they’ve been part of Filipino family celebrations for eight decades — but Max’s Restaurant can. As it marks its 80th anniversary, Max’s continues to honor the warmth, hospitality, and love that began in a humble home on Scout Tuazon, where the story of Sarap to the Bones first took root.
What started in 1945, when founder Maximo Gimenez opened his home to American soldiers and served them hearty Filipino dishes, has become a household name synonymous with family gatherings, comfort food, and unforgettable memories.
“Max’s has always been more than a restaurant. It’s a feeling of being at home, of being together with family,” said Jim Fuentabella, Vice President for Marketing of Max’s Group. “This anniversary is about celebrating that shared warmth with the people who made it all possible.”
A Musical Celebration of Heritage and Heart
For its milestone year, Max’s transformed its original Scout Tuazon home into a vibrant celebration of food, music, and memories — a space where the past and present met in rhythm and flavor.
The soulful sounds of jazz filled the air, paying homage to postwar Manila’s music scene. In collaboration with New York Cubao Project, Max’s found the perfect harmony between nostalgia and modern Filipino artistry. Their tracks, “Pritong Manok” and “Dewey Blvd.”, captured the spirit of the brand’s enduring story.
Adding to the nostalgia, Max’s also introduced an original anniversary theme song titled “The Doors Are Open” — a jazz-inspired piece that celebrates the comfort of home, the passage of time, and the welcoming embrace that Max’s has offered for generations.
Heritage Meets the New Wave of Filipino Creativity
The 80th anniversary celebration also highlighted Max’s deep appreciation for craftsmanship and Filipino creativity. The restaurant partnered with modern artisans and studios including Goods From Scratch, Studio Yakal, and Ryan Reyes of Tarzeer Pictures, to reimagine Max’s legacy through art, design, and storytelling.
Goods From Scratch brought the Birthday Cake Room to life with custom pastries and cakes that merged Filipino flavors with contemporary artistry in collaboration with Max’s Corner Bakery.
Studio Yakal recreated Maximo Gimenez’s Living Room using vintage furniture and retro touches that evoked Sunday gatherings and nostalgic family moments, complete with live OPM spins from local DJs.
Ryan Reyes, alongside creatives Judd Figuerres, Gio Panlilio, and Paul Jatayna, curated the Max’s Museum, an exhibit of rare photos, artifacts, and memorabilia tracing the brand’s humble beginnings and rich history.
A Feast of Memories: The Maximo Dining Hall & General Store
To complete the experience, Max’s introduced the Maximo Dining Hall, where guests could enjoy classic dishes in a setup inspired by the restaurant’s early days complete with vintage tableware and the brand’s signature hospitality.
Outside, open food stalls offered iconic favorites like fried chicken, kare-kare, and pancit in nostalgic takeout packaging. Meanwhile, the General Store inspired by both the Filipino sari-sari store and the classic American general store featured exclusive 80th anniversary merchandise that guests could take home as keepsakes.
Together, these spaces served as a living reminder of how Max’s continues to blend heritage with modern Filipino creativity, keeping its legacy alive in new and heartfelt ways.
Looking Ahead: Keeping the Heart of Home Alive
After 80 years, Max’s remains more than just a dining destination, it’s a shared story among generations of families who have celebrated life’s biggest milestones within its walls.
For Carlyn Trota-Salud, President of Max’s Restaurant, this milestone is both a reflection and a promise.
“Max’s has always been about people, the laughter, the heartwarming stories, and the memories shared over every meal,” she said. “As we look to the future, our commitment is to keep that feeling alive. We remain a brand grounded in timeless values, with the customer at our core.”
With every table set and every chicken served sarap to the bones, Max’s continues to remind us that the best memories are those made together over good food and heartfelt company.