The “house that fried chicken built”—which eventually grew into a leading multi-brand casual dining chain operator in the country— has gone to hell and back during this COVID-19 pandemic.
And as nobody anticipated this kind of prolonged business disruption, Max’s Group Inc. (MGI) had to rewrite its playbook.
These days, MGI not just sells fried chicken, pizza, donuts and beverages to consumers. It has also debuted into food manufacturing by consolidating three commissaries in Luzon into a single new hub in Carmona, Cavite to produce materials not just for its own 600-store domestic network.
MGI now makes burger buns, meat for rice toppings, glazed sauce and desserts for other brands. It supplies white-label meals in bulk to companies, such as business process outsourcing (BPO) firms, rationing food to its staff. It produces specialized donuts carrying the logo of companies, such as those for Christmas gifting season.
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