MAX’S RESTAURANT BELIEVES THE WORLD IS BETTER WHEN WE COME TOGETHER… THROUGH CHICKEN
MANILA, Philippines, 18 July 2019—Can you imagine a world where the sun doesn’t shine? A life where we must aimlessly walk blind with nothing but darkness to guide us? This may sound like a dystopian, post-apocalyptic scenario, but in ‘Rise Up,’ Max’s Restaurant’s newest installment ofits ‘Every Kind of Family’ campaign, it is a far lighter take; one on kindness, respect, collaboration, and working together for the good of everyone.
Max’s history of compelling storytelling was recently recognized by the prestigious Asia-Pacific Tambuli Awards as the Advertiser of the Year for coming up with ‘End Alienation,’ which highlights our intrinsic need to belong. This was then followed by ‘Resolutions,’ which proves it’s possible to unite and come together as a family despite our differences. Now, ‘Rise Up’ takes an unexpected twist of celebrating Max’s 74 years of proud existence – its Sarap-To-The-Bones® chicken and how it brings everyone fromdifferent walks of life together and foster life-long relationships.
“One of the things our fans have come to love about the brand is our out-of-this-world sense of humor and our belief in seeing the best in people,” shares Max’s Restaurant Chief Operating Officer Paolo Serrano. “With ‘Rise Up,’ we played to these strengths to give people a fresher take on Max’s Restaurant and our message.”
For Serrano, animation and quirky tone aside, ‘Rise Up’ gets to the heart of Max’s Restaurant as an institution; more than The House That Fried Chicken Built, it has also been a place where people of different ages, backgrounds, and beliefs have come together for over seven decades.
“Max’s has always been a place where people come together for something greater and more meaningful than themselves,” notes Serrano. “Whether it’s celebrating a child’s first birthday, the start of a marriage, or a young adult getting their degree, Max’s has always been that place for people. We have always seen ourselves as part of the communities we are in. It’s also been a place where people passionate about good food, great service, and love of sustainable local cuisine have come together.”
Adds Serrano, “Having Max’s be a part of our fans’ lives has meant a lot to us, and as a gesture of appreciation, we’re now making it easier for everyone to come together at Max’s with our Rewards Card.” With a minimum single-receipt food purchase of PHP1,000 which automatically entitles guests with one card, Every Kind of Family canhave all the more memorable dining experiences Every Day to the Max.
Indeed, the world is better when we come together, especially if the heart of each get-together is at Max’s Restaurant, enjoying a plate of Sarap-To-The-Bones® Fried Chicken.
To watch Max’s latest film and find more information aboutthe Rewards Card and Chicken All-You-Can, visit Max’s Facebook page.
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About Max’s Restaurant
Max's Restaurant started in 1945, thanks to a man named Maximo Gimenez who decided to open up his home and together with his niece, Ruby serve what many love and know today as Max’s Fried Chicken. Over the years, Max's Restaurant's popularity grew and it became known as "the house that fried chicken built." The 2018 People’s Choice Award winner for Favorite Classic Restaurant has strongly established itself a household name in the Philippines, an institution, and a proud Filipino tradition.
About Max’s Group Inc.
Max's Group, Inc. (PSE: MAXS) traces its heritage to the beginning of Max's Restaurant in 1945. Today, Max's Group is the largest operator in the Philippine casual dining segment. Its family of brands include Max's Restaurant, Pancake House, Yellow Cab Pizza, Krispy Kreme, Jamba Juice, Max’s Corner Bakery, Teriyaki Boy, Dencio’s, Sizzlin’ Steak, Maple, Max’s Kabisera, and Le Coeur De France.