HICAPS Marketing, the marketing arm of Oleo Fats, started offering Max’s Corner Bakery ingredients and products in 2007. Our strong partnership was made even more evident when we opened our commissary in Dau, Pampanga. As they were one of the few suppliers we have in Manila who can deliver our requirements straight to the new facility, we were impressed with the service they gave us as they went the extra mile to ensure product quality will not be compromised. We can always count on HICAPS to help us deliver delightful products to our customers and clients, and the partnership we have built over the years have led to mutual growth.

Max’s Restaurant started as a single-branch restaurant in 1945 after Maximo Gimenez, a Stanford-educated teacher, befriended the American GIs stationed in Quezon City who would regularly visit his home for a drink or two. As Maximo, or Max, as the GIs fondly called him, invited his new friends, his niece, Ruby Trota, would prepare food for them to enjoy and created a special recipe for fried chicken that became an instant favorite for the GIs.

Max’s Restaurant was getting their dinner rolls from La Mayorca Bakery in Quiapo to be served with its famous Sarap-to-the-Bones fried chicken. In 1963, Mrs. Trota thought of baking the dinner rolls themselves and decided to put up a bakeshop at the back of their house along the Redemptionist Road in Baclaran. The bakery was thought to complement the restaurant and started small with seven of her relatives as bakers who made use of the “pugon” as ovens to make the dinner rolls and loaf breads.

The bakeshop was headed by Mr. Peping Mendiola and with his two cake bakers, they first introduced a 2-layer butter wedding cake. Two pastry bakers joined the team and the bakeshop added new products such as Mongo and Pork Hopia, Egg Pie, Pork Empanada and Chicken Pie.

Over the years, the business grew and introduced new products such as Ensaymada, Blitz Torte, Pineapple Upside Down and Chocolate Chiffon Cake with Chocolate Fudge Icing, Banana Cake, Food for the Gods, Troubadour Cake, and Choco, Mocha and Ube Rolls. The bakeshop also started to offer delivery and wedding cake services, and distributed its products to schools, canteens and dealers. And in 1986, the well-loved Caramel Bar was born, being served as a dessert in the parties held in Max’s Restaurant.

The bakeshop expanded its business further and started to provide products to institutional clients starting with the Quezo Cake delivered to Philippine Airlines in 1994. The volume of products being produced prompted the move to the then newly-built FTI building.

In 2004, the bakery corner/nook concept was incorporated into Max’s Restaurants. To date, Max’s Corner Bakery has 163 store-in-store locations nationwide and is also servicing other brands and clients, including its various sister companies in Max’s Group and Philippine Airlines.

BEHIND THE SUCCESS

Genuine, thoughtful, delightful. These attributes have helped Max’s Corner Bakery become one of the most loved brands in the country together with Max’s Restaurant. As the bakeshop started as a family business, the company has always been proud of the fact that it is anchored on a strong heritage and a tradition of excellence. The recipes we are using today have been handed down from generations and our expert bakers have worked for decades to perfect the quality of our products. Constant innovation to address the needs of its customers and clients, and sustainable partnerships have also helped the company push its boundaries and keep it fresh despite its decades of existence. Our desire to serve various kinds of customers and bring their ideas to life or to be more creative in our own offerings have helped create and sustain the relationships we have built over the years. The use of premium packaging and high quality ingredients while maintaining its affordable prices have kept the brand relevant and seen as a value-for-money brand.