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Wednesday, June 28, 2006
Pinoy resto makes Cebu center of Vismin outlets
Filipino-founded Max’s Restaurant has handpicked Cebu to become the center of its operation in the Visayas and Mindanao.
Company president Robert Trota said Max’s is setting up a commissary in Cebu in preparation for its expansion plan outside Luzon.
The commissary will be operational this month.
Trota said Max’s plans to open 10 new outlets within the year.
Four of the 10 outlets will be in the Visayas and Mindanao, specifically in Cebu, Tacloban, Zam-boanga and Boracay. The rest will be established in Metro Manila.
Outlets
Max’s currently has a total of 117 stores in the country, including one in SM City Cebu and another at the Ayala Center Cebu. The restaurant firm also has five outlets in California, United States.
Trota said in an interview at the Waterfront Cebu City Hotel and Casino last week that the company is still studying whether to open additional stores to interested franchisees.
Some 52 of Max’s branches nationwide are franchise stores.
Trota, who is also the president of the Philippine Franchising Association, earlier said franchising is an efficient business tool, as it ensures a 90-percent success rate compared to traditional retail expansion.
Franchise
A Max’s franchise costs P3 million. With that and the cost of equipment, a small outlet will be able to operate with P12 million to P14 million while a bigger store would need some P18 million to P22 million to start, Trota said.
Max’s was founded in 1944 by Maximo Gimenez, from whom the restaurant got its name.
“Gimenez befriended American occupation troops stationed at Quezon City. A few would come to his house for a drink or two.
Eventually, they insisted that they pay for their drinks. It was then that Maximo decided to open a café that served chicken, steak and drinks.” (JBN)
For Bisaya stories from Cebu. Click here. (June 28, 2006 issue)
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