Trota back as president and CEO of Max’s Group

MANILA, Philippines — Max’s Group Inc. (MGI), the listed casual dining chain, has announced management changes as part of its post-pandemic strategy and as it realigns its focus to its customers.

MGI will be led once again by Robert Trota as president and CEO, succeeding Ariel Fermin, current president, effective Aug. 31, 2023.

Trota will report to the board of directors while the business units of Max’s Restaurant, Yellow Cab Pizza Co., Pancake House, Krispy Kreme, Jamba Juice, Teriyaki Boy, Sizzlin’ Steak, Dencio’s, and manufacturing arm, No Bia Inc. will report to Trota.

MGI chairperson Sharon Fuentebella said the company’s direction toward growth continues.

“Our course remains unaltered. The customer will always be at the center of what we do. Robert has over 20 years of experience in the food and beverage industry, and together with the board and management team, we will ensure the company’s goals are executed consistent with our vision and mission,” she said.

She said the leadership changes represent the continuing evolution of the business, relying on strengths the group has developed and mastered throughout the years.

“I would like to thank Ariel for his innumerable contributions to MGI. He led the company through one of the most challenging periods of our time. Through his leadership, MGI not only beat the odds during the pandemic, but refined the model for our existing business and established new opportunities in a fast-growing food retail category,” she  said.

MGI’s portfolio consists of Max’s Restaurant; Pancake House, Yellow Cab Pizza; Krispy Kreme; Sizzlin’ Steak; Teriyaki Boy; Dencio’s; Kabisera; Maple; Jamba Juice; and Eats.

As of Dec. 31, 2021, it had 647 outlets across these brands, with 59 located across various cities in North America, the Middle East, and Asia.

At present, the company operates three Metro Manila-based commissaries that service all of its production, distribution and storage requirements across all brands, according to its profile.

It also engages global toll manufacturers to supply processed requirements for its international business.