Max’s coffee table book launched

We ate in Max’s SM Sucat for Easter. Nothing fancy. But dining at Max’s has a nomnom factor that never fails. Long before the rise of today’s bonchons, twice-fried, gourmet international fried chickens, there was Max’s – a proudly Filipino brand with a crunch and deliciousness to every bite

Their recently-launched coffee table book should be in a foodie’s collection, especially for loyalists of the brand. It is initially sold at Max’s Scout Tuason brand for P2,500 – quite pricey, but hey, it’s hardbound and with lots of glossy pictures inside.

Authored by writers Robert JA Basilio and Sonia Pinto Ner, niece of Max’s founder Maximo Gimenez, the book recounts in 196 pages the humble beginnings and transition of Max’s Restaurant from a small café in Quezon City to a household name.

Readers will see Max’s first restaurant in Scout Tuason Quezon City circa 1945 to the present-day elegant and modern architectural wonder by Budji Layug+Royal Pineda Design Architects. The book also features compelling stories of the passionate individuals behind the brand – the family that started the tradition, and employees, stakeholders and patrons who share the owners’ love for Max’s.

Author Ner recalled how meals have been intricately prepared, with so much passion and love by first-generation family member Ruby Trota, the restaurant’s first cook; and how values like hard-work, hospitality and love for family have become the core of what Max’s is all about.

“Max’s coffee table book is a celebration of the Filipino’s love not only for fried chicken, but for family, celebration and tradition. Max’s enduring legacy is encapsulated in the book as the ‘House That Fried Chicken Built’ continues to capture the hearts of Filipinos worldwide, generation after generation,” said Jim Fuentebella, Max’s Vice President for Corporate Marketing.