Max’s Restaurant, a cherished Filipino institution, celebrates 80 years of bringing families together over hearty meals, laughter, and shared stories.
From its humble beginnings at Scout Tuazon in 1945 to becoming a national culinary icon, Max’s has remained a symbol of warmth, generosity, and the Filipino spirit.
A Legacy Born from Generosity
The story of Max’s began when founder Maximo Gimenez opened his home to American soldiers stationed in the Philippines after World War II. These simple gatherings over delicious food quickly evolved into a beloved restaurant built on the values of community and togetherness. For eight decades, the signature “sarap to the bones” experience has united generations of families, keeping the heart of Max’s alive in every plate served.
Step Inside the Max’s Museum
To honor this milestone, Max’s opened the Max’s Museum, a vibrant exhibit running until December 2025. Guests are invited to explore eight decades of history through rare photographs, artifacts, and stories that highlight the restaurant’s evolution and enduring influence on Filipino culture.
“Max’s has always been more than a restaurant. It’s a feeling of being at home, of being together with family,” says Jim Fuentebella, Vice President of Marketing at Max’s Group. “This anniversary is about celebrating that shared warmth with the people who made it all possible.”
Music, Memories, and Meaningful Celebration
For its 80th anniversary, Max’s transformed its original Scout Tuazon branch into a living celebration of past and present. Jazz, the soundtrack of postwar Manila, set the tone for a night that honored both history and modern Filipino artistry. The New York Cubao Project performed tracks like “Pritong Manok” and “Dewey Blvd.,” blending nostalgic storytelling with contemporary sounds, echoing Max’s legacy of connection and comfort.
Employees, long-time suppliers, and loyal partners were also honored with a jazz-filled gathering, a nod to the postwar era when Max’s tradition of hospitality began. The anniversary theme song, “The Doors Are Open,” captured the timeless comfort of coming home, wrapping the night in soulful nostalgia.
Heritage Meets Creativity
Max’s anniversary also showcased the next generation of Filipino artistry. Studio Yakal reimagined the founder’s living room, blending vintage furniture with Filipino warmth, while DJs played classic OPM and yacht rock tracks to evoke the charm of family gatherings.
Creative collaborations extended to Goods From Scratch, who crafted a Birthday Cake Room featuring Filipino-inspired pastries and cakes, and Ryan Reyes of Tarzeer Pictures, alongside director Judd Figuerres, photographer Gio Panlillio, and production designer Paul Jatayna, who curated the Max’s Museum exhibit. These modern makers honored Max’s enduring spirit of care and authenticity while adding fresh perspectives.
A Celebration of Food, Tradition, and Connection
The Maximo Dining Hall recreated the early days of Max’s, complete with vintage tableware and communal food stalls serving classic favorites. A new General Store offered exclusive 80th anniversary merchandise, allowing guests to take home a piece of Max’s history. Each installation, dish, and detail was designed to reflect the brand’s timeless commitment to family, connection, and Filipino heritage.
Looking Toward the Future
Eighty years on, Max’s stands as a testament to Filipino resilience, warmth, and community. Carlyn Trota-Salud, President of Max’s Restaurant, emphasizes that the milestone is not only a celebration of the past but also a vision for the future.
“Max’s has always been about people,” she says. “It’s the laughter, the heartwarming stories, and the memories shared over every meal. Our commitment is to keep that feeling alive, honoring generations past while welcoming new ones to create their own traditions.”
From Scout Tuazon to dining tables across the Philippines, Max’s continues to bring families together, embodying eight decades of Filipino flavor, family bonds, and timeless tradition.
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