For four decades, Max’s Restaurant — a beloved Filipino brand with a rich 80-year heritage — has partnered with SM Malls to serve families and communities across the country. What began as a single opportunity in the mid-1980s has evolved into a nationwide alliance rooted in shared values, trust, and an unwavering commitment to elevate the Filipino dining and shopping experience.
The story began in 1985, when Henry Sy Sr., fondly known as “Tatang,” a Max’s customer, offered the last remaining space at the soon-to-open SM North EDSA to Plaridel Fuentebella, the son-in-law of one of Max’s founders, Ruby Trota. At that time, Max’s was known for its freestanding stores, but the chance to enter a mall setting was a bold new step.
“It was the first time we entered that format,” recalls Plaridel’s daughter, Sharon T. Fuentebella, Max’s Group, Inc. Chairperson. “It brought us closer to our customers at a time when malls were just starting to change the Philippine retail landscape.”
Growing together for four decades
The move proved transformative. SM North EDSA became a success story for both brands, paving the way for Max’s to open in SM’s subsequent developments. “When they grow, we grow,” Fuentebella says. “It’s always been a natural partnership — SM brings communities together, and Max’s provides a place for families to gather over Filipino comfort food”.
Thanks to this enduring partnership, Max’s has been able to reach more corners of the Philippines — going wherever SM grows. From bustling city centers to emerging community hubs, the restaurant has found a home in 40 SM malls nationwide, allowing it to serve families in places it might never have reached on its own.
Innovating to serve the Filipino family
Over the years, the collaboration has gone far beyond simply sharing spaces. The two brands have embraced mindful innovation to stay relevant. Max’s has refreshed its store designs with open, modern concepts; introduced coffee partnerships like Yardstick in SM Southmall; and explored unique dining formats such as al fresco setups and interchangeable dining rooms that allowed Max’s to optimize its dining space.
As they look toward the future, both brands remain committed to enhancing customer experiences together. “We’ve always had open communication and trust with SM,” says Fuentebella. “That’s why, even after 40 years, the partnership still thrives — and will continue to for many years to come”.
From one shared space in Quezon City to a footprint that spans the archipelago, the Max’s–SM story is a testament to how enduring partnerships can shape industries, enrich communities, and create memories that last a lifetime.
Started in 1927, the Philippines Graphic is the longest-running printed magazine of national circulation that provides relevant news and features and promotes Philippine literature.
