Max’s bets on community-driven growth with Laoag store launch

A new store opening becomes a tribute to community, camaraderie, and the Filipino spirit.

LAOAG CITY, Philippines — Max’s Restaurant, the flagship brand of casual dining giant Max’s Group Inc. (MGI), recently opened its newest branch in Laoag City, aligning the launch with the 2025 Palarong Pambansa held in the province last month.

Rather than holding a traditional store opening, Max’s hosted a family style welcome with student-athletes from the National Capital Region (NCR), who were in Ilocos Norte for the nationwide sporting event. 

The Laoag launch comes as Max’s Restaurant approaches its 80th anniversary in 2025. The brand’s longevity, executives say, is tied not just to product consistency but to its ability to adapt to changing consumer expectations while staying culturally rooted.

“We opened in Laoag not just to grow, but to give back,” said Josephine Sta. Ana, operations head at Max’s Restaurant. “As we are about to mark 80 years of serving Filipino families, this opening is our heartfelt tribute to the young athletes and the entire community that inspires us. Here, we’re creating a home where every visit is filled with the same love, warmth, and Sarap-to-the-Max hospitality that Max’s has proudly shared across generations.”

Fifteen-year-old volleyball player John Howard Guerra expressed his gratitude.

“I’m truly grateful for the warm hospitality of the Ilocanos—and of course, the unforgettable welcome from Max’s. It was my first time in Laoag, and the comfort of great food and a homey atmosphere made it feel like I was among family,” he said.

Recently, Max’s has prioritized meaningful, community-driven launches over high-profile commercial openings. In Marikina, Max’s honored its longtime suppliers. In Novaliches, loyal guests received surprise birthday tributes. In Imus, personal stories of team members took center stage. The Laoag opening is the first to spotlight student-athletes and the country’s grassroots sports movement.

NCR Palarong Pambansa volleyball athletes and their coaches enjoy a comforting meal at Max’s Laoag. A simple yet meaningful gesture that honors not just their achievements, but the spirit of community Max’s has cherished for 80 years.

With over 600 stores nationwide and 60 abroad, the opening of the Laoag store reaffirms that Max’s expansion is not just about geography, but about deepening relationships—leaning on high‑affinity provincial markets that are central to MGI’s strategy to strengthen its footprint in key regional growth centers across the country.