Max’s Group cautiously optimistic for future

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January 15, 2026 | 12:00am

MANILA, Philippines — Max’s Group Inc. (MGI) is cautiously optimistic for its future amid a challenging casual dining business environment.

“As we move forward, we do so with a sense of cautious optimism, recognizing the changing world around us. Our goal is not just to grow, but to grow with discipline and purpose,” MGI president and CEO Robert Trota said during the company’s 25th listing anniversary at the Philippine Stock Exchange (PSE) on Tuesday.

Trota said that MGI has already proven its staying power and the group’s recent inclusion in Time Magazine’s 500 Best Companies in Asia-Pacific is further affirmation that MGI is “built to endure.”

“We are mindful that our success is intertwined with the heart of the Filipino families we serve. It is their trust that has fueled our first 80 years, and it is our responsibility to honor that trust by ensuring that Max’s Group remains a stable, welcoming presence at their table for generations to come,” he said.

Trota said that in the 25 years since becoming a public company, MGI has shown resilience in navigating the evolving preferences of more discerning consumers.

However, he acknowledged that the volatility of the economic forces can wipe out profits and the unpredictability of contagious world events can shutter enterprises.

“At the height of the pandemic, when the hard choices had to be made, our leadership demonstrated courage in acting decisively to keep our employees and our doors open for service. And in its aftermath, we accepted with honesty the vulnerabilities of our operational model that was not equipped for significant disruption,” Trota, who returned as president and CEO of the company in late 2023, said.

“Armed with the lessons from surviving the COVID stress test, we forged a recovery path centered on sustainable operations and international customer engagement. As our business regained momentum, Max’s Group was able to restore the flow of our value to our shareholders by reinstating cash dividends as a signal of our commitment to discipline growth and responsible returns,” he said.

Trota said MGI has streamlined its store network and directed resources toward facilities that expand manufacturing capabilities, as well as technology and programs that enhances the customer journey.

He said these actions are expected to anchor the durability of the group’s core operations and ensure the quality of its earnings over time.

“Our task goes beyond recovery. It is about fortifying for the long term, following a strategy that will allow the organization not just to withstand challenges such as shifting customer demand for supply chain friction, but also to transform them into fuel for innovation,” Trota said.

MGI operated a network 573 stores, with 60 international stores, as of end-2025.

As a global food company, it has presence in the United States, Singapore, Malaysia, Middle East, Canada and other Southeast Asian countries.

MGI’s portfolio includes Max’s Restaurant, Pancake House, Yellow Cab Pizza, Krispy Kreme, Teriyaki Boy, Dencio’s and Jamba Juice, among others.

PSE president and CEO Ramon Monzon said the exchange is pleased to open 2026 with MGI’s silver listing anniversary celebration.

“Despite the challenges the industry is presently facing, it is worth mentioning that Max’s Group drowns its PSE-listed casual dining competitors in terms of market capitalization growth since their respective listing dates,” Monzon said.

“When Pancake House, the precursor company of Max’s, listed in December 2000, its market cap was a mere P332 million. Max’s has grown this 7.65 times to P2.54 billion as of the end of last year, an astonishing growth of 665 percent. This growth undoubtedly proves how Max’s leadership was able to strategically steer the business to expand and evolve within this highly competitive industry,” he said.