What started as a single restaurant space offered in the mid-1980s has grown into a 40-year partnership between Max’s Restaurant and SM malls. Today, it serves Filipino comfort food to families across the country.
In 1985, Henry Sy Sr., founder of SM and a loyal Max’s customer, offered the last available spot at the soon-to-open SM North EDSA to Plaridel Fuentebella, son-in-law of Max’s co-founder Ruby Trota. It was the first time the brand—then known for its freestanding restaurants—entered a mall setting.
“It was the first time we entered that format,” said Sharon T. Fuentebella, chairperson of Max’s Group Inc. “It brought us closer to our customers at a time when malls were just starting to change the Philippine retail landscape.”
The gamble paid off. SM North EDSA became a success for both brands, paving the way for Max’s to follow SM into its subsequent mall developments. Today, Max’s has 40 branches in SM malls, including its newest location in SM City Laoag.
“When they grow, we grow,” Fuentebella said. “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.”
The collaboration has evolved with the times. Max’s has refreshed its store design with modern layouts, partnered with Yardstick Coffee in SM Southmall, and introduced al fresco setups and flexible dining spaces.
From one shared space in Quezon City to a nationwide presence, the partnership has become a fixture of Filipino family life. Both brands say they remain committed to creating spaces where families and friends can keep making memories for years to come.
