CASUAL dining chain operator Max’s Group Inc. is launching a new concept store in the Middle East to expand its portfolio in the quick service restaurant (QSR) segment.
In a filing to the Philippine Stock Exchange on Monday, Max’s said it plans to open 13 Max’s All About Chicken stores in the United Arab Emirates and Qatar in the next five years.
Max’s said it will work with Landmark Food Limited (Foodmark) to establish the new outlets.
“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,” said Robert Trota, president and chief executive officer of Max’s Group.
Peter King, Max’s Group chief executive officer for International, said the new project would also strengthen its partnership with Foodmark.
“We have forged a strong partnership over the last six years and this bold new step for both parties will be strengthening the business even more,” he added.
Max’s Group said it first inked a development agreement with Foodmark in 2011. Both companies are currently operators of eight Max’s restaurants across the Middle East.
This project is its sixth development agreement signed just this year, Max’s Group said.