Sharon Fuentebella carries the weight of legacy on her shoulders—gracefully, strategically, and with a clear vision of where Max’s Group should go next.
As the third-generation leader of one of the Philippines’ most beloved restaurant brands, Fuentebella’s story is one of quiet strength and purpose. Her maternal grandmother, Ruby Trota, was the original cook behind Max’s Fried Chicken, and Sharon has since helped evolve the company into a powerhouse that includes multiple restaurant concepts.
“We had to have systems in place to be able to franchise,” she shared in an interview, reflecting on the family’s transition into franchising in the late 1990s. “Coming together with just one way of doing Max’s—I think really that’s what spurred the group.”
But leading a legacy brand isn’t just about keeping traditions alive. For Fuentebella, it’s also about strategic transformation. She plays a central role in aligning the company’s family values with corporate vision—a balancing act that becomes even more complex in a family-run enterprise.
Her leadership is also deeply collaborative. “All the families were talking to each other,” she explained when discussing the move to unify various family-run branches. This cooperative spirit continues to define her approach as Chairperson, fostering inclusivity while navigating the tough realities of modern competition and consumer shifts.
In a male-dominated industry, her leadership as a woman—and a descendant of the brand’s matriarch—is quietly revolutionary. She brings not only business acumen but also a strong emotional connection to the company’s roots. “It’s a major transition,” she admitted, noting the challenges of consolidating ownership and branding across generations.
While much has changed since her grandmother was buying chickens in the palengke and cooking everything by hand, the essence of Max’s—Filipino hospitality, heritage, and heart—remains intact under Fuentebella’s watch.
And that might just be her greatest contribution: not only preserving a legacy, but leading it forward.
This story is based on an interview originally conducted for Esquire by Henry Ong. Some quotes in this article may not have been published previously.
