MANILA - Max's Group said Monday it would open a new restaurant concept in the United Arab Emirates and Qatar that would build on the success of its eponymous fried chicken chain.
Max's All About Chicken is inspired by Max's Fried Chicken and will include other flavors such as tandoori, barbecue, lemongrass and ranch, the company told the stock exchange.
Up to 13 outlets of the new concept will open in the next 5 years after a successful pilot run at the Deira City Center in Dubai, Max's said, adding it tapped longtime partner Landmark Food Limited for the venture.
"This concept puts a spotlight on favorite chicken dishes the world over, and it allows us to pay homage to the well-loved recipe of the Max’s Sarap-To-The-Bones Fried Chicken, while showcasing it alongside other popular international char-grilled chicken flavors that diners of various nationalities enjoy," Max's Group president Robert Trota said.
Max's Group shares were down 0.11 percent to P18.18 in early trading Monday.