For generations, Max’s has brought Filipino families together to share stories, laughter, and comforting meals As the restaurant marks its 80th year, it celebrates the same warmth and hospitality that began at its very first branch in Max’s Scout Tuazon.
Looking Back: 80 Years of Sarap to the Bones
Max’s story began in 1945 when founder Maximo Gimenez opened his home to American soldiers stationed in the Philippines. What started as simple gatherings over good food soon grew into something greater, a restaurant built on generosity, community, and the spirit of togetherness.
Visitors explore the Max’s Museum, open until December 2025, where the rich 80-year history of the iconic Filipino restaurant is brought to life through stories, artifacts, and memories.
Eight decades later, that same heart endures. Each plate served still carries a legacy of care from a brand that has become part of the Filipino way of life.
“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 of Marketing of Max’s Group. “This anniversary is about celebrating that shared warmth with the people who made it all possible.”
Music, Memories, and a Living Celebration
During its 80th anniversary celebration, Max’s transformed its original Scout Tuazon home into a space where past and present could meet in rhythm, flavor, and emotion.
Jazz, the soundtrack of postwar Manila, became a symbol of continuity and evolution. It was through this timeless sound that Fuentebella reconnected with friends from the New York Cubao Project, a band whose music blends nostalgic storytelling with modern Filipino artistry. Their tracks “Pritong Manok” and “Dewey Blvd.” naturally aligned with Max’s own legacy.
With the same old Manila vibes, Max’s also released its 80th anniversary theme song, “The Doors Are Open,” a soulful, jazz-inspired piece that captures the warmth of nostalgia and the timeless comfort of coming home.
Heritage Meets the New Wave of Creatives
For its 80th anniversary, Max’s turned Scout Tuazon into a lively hub of remembrance and festivity with art installations and activities to welcome long-time partners, family, and friends who have made Max’s a part of their personal story.
Different stations were a result of collaboration with Filipino artisans and creatives like Goods From Scratch, Studio Yakal, and Ryan Reyes of Tarzeer Pictures, modern makers whose dedication to craft and authenticity mirrors the same heart that has guided Max’s for eight decades.
Goods From Scratch styled the Birthday Cake Room for the brand’s anniversary event with special pastries and cakes exclusively for the celebration. They transformed unique Filipino flavors into edible art that felt both homemade and new in collaboration with Max’s Corner Bakery.
Studio Yakal reimagined the Living Room of Maximo Gimenez with vintage furniture pieces that captured the warmth and charm of the era when Max’s first began, blending timeless design with Filipino character, evoking a sense of nostalgia. In the area, DJs spun classic OPM sounds, setting a familiar atmosphere reminiscent of family gatherings, retro Sunday afternoons, and shared songs that span generations.
Ryan Reyes of Tarzeer Pictures with creative contributions from director Judd Figuerres, photographer Gio Panllillio, and production designer Paul Jatayna curated the Max’s Museum, an exhibit that invites the public to rediscover the stories, artifacts, rare photographs, and memorabilia that show the brand’s history.
To extend this spirit of creativity, Max’s also introduced the General Store, a reimagined retail space inspired by the Filipino sari-sari store and the classic American general store. The shop features exclusive 80th anniversary merchandise, giving guests a way to bring home a piece of Max’s evolving story.
The Maximo Dining Hall served Max’s favorites in a setting that brings back the old times since the table set-up is similar to how the restaurant looked in the early days. Vintage tableware was also used such as plates and serving dishes. The outdoor food stalls created an open, communal atmosphere with the brand’s classic dishes in to-go packaging.
Together, the different areas bring Max’s heritage into the present in thoughtful, human ways. They remind us that what endures isn’t just tradition but the care, creativity, and connection shared in keeping it alive.
Looking Ahead
Eighty years on, Max’s stands as a testament to Filipino resilience and warmth. It is a story built not just by a brand but by millions of families who made it part of theirs.
For Carlyn Trota-Salud, President of Max’s Restaurant, this milestone is not just about looking back, but about building forward — honoring the generations who came before while creating new ways for families to come together.
“Max’s has always been about people,” she shared. “It’s the laughter, the heartwarming stories, and the memories shared over every meal. As we look to the future, our commitment is to keep that feeling alive. We remain as a brand grounded in timeless values, with the customer at our core—just as our founders envisioned through their tireless work and purposeful vision”, she added.
Bringing generations together, the celebration became a heartfelt tribute to eight decades of Filipino tradition and a toast to all that lies ahead.
