When it comes to scaling a legacy business, Sharon Fuentebella, Chairperson of Max’s Group, says tradition alone isn’t enough. The key is structure.
Max’s Restaurant started in 1945 as a humble fried chicken spot run by Sharon’s grandmother, Ruby Trota. But as the iconic Filipino brand expanded through generations and into international markets, one thing became clear: success couldn’t rely on legacy alone—it had to be systematized.
“In the early ’90s till the year 2000, I was actively involved,” Sharon said. “I focused on growing company-owned stores, handling operations and scaling.” That hands-on experience—from site selection to day-to-day execution—highlighted the importance of operational discipline.
But scaling meant more than opening new branches. It meant introducing franchise models, clear roles, and professional business units—moves that helped Max’s transform from a family-run operation into one of the largest restaurant groups in the country. “We’re still wearing different hats,” Sharon shared, “but we now have COOs and business unit management.”
Sharon now oversees international brands like Krispy Kreme and Jamba Juice under the Max’s Group portfolio, applying the same structured approach across all ventures. “Those are the U.S. franchise brands I directly manage,” she said.
Franchising became a growth engine. “Franchise was a very key component in the group,” Sharon emphasized. This strategic pivot allowed Max’s to scale quickly while maintaining brand integrity. Today, the Max’s Group operates over 626 stores, including 567 locations in the Philippines and 59 international stores.
The shift from a nostalgic family business to a scalable enterprise didn’t dilute the brand—it strengthened it. “We had to come together with just one way of doing Max’s,” Sharon explained. “It’s about knowing when to keep the tradition—and when to let systems carry it forward.”
Key takeaway: If you’re building a legacy brand, don’t wait too long to build the structure. As Sharon proves, systematizing your operations is what allows you to scale with purpose—and stay relevant across generations.
