MANILA, PHILIPPINES — Multi-industry leader Ariel P. Fermin has been appointed President of Max’s Group, Inc. (MGI), the largest casual dining restaurant group in the Philippines. Effective immediately, Fermin assumes the position from Robert F. Trota, who retains long-term strategic oversight as Chief Executive Officer.
With this elevation from Group Chief Operating Officer, Fermin is responsible for the overall commercial and operational performance of MGI and its roster of beloved iconic brands such as Max’s Restaurant, Pancake House, Yellow Cab Pizza Co., Krispy Kreme, Jamba Juice, Dencio’s, Teriyaki Boy, and Sizzlin’ Steak. Furthermore, he is tasked with identifying both external and internal opportunities for expansion, customers, markets, new industry developments, and standards; as well as executing and implementing corporate policies, programs, processes, and guidelines in line with the Group’s vision.
Fermin brings with him over three decades of leading some of the most distinguished companies across a diverse range of industries, elevating world-class brands, re-imagining businesses, and driving revolutionary transformation.
Birthed and sustained through the years by the Trota, Fuentebella, and Gimenez-Rodgers families, Fermin’s promotion accelerates the company’s agenda to extend its industry leadership by balancing the continuity of its history with fresh renewal.
“I firmly believe that our local brands and industries have what it takes to shine on the global stage. I am excited by the opportunity to assume greater stewardship of MGI through its newest chapter using my experience and perspective to help the group navigate its most dramatic evolution yet, all the while continuing to work closely under the guidance, culture, and values of our founding families,” said Fermin.
“MGI has demonstrated an unmatched resiliency and flexibility even as the COVID-19 crisis continues to alter the global food industry. Through it all, none of this would have been possible without the leadership of Ariel P. Fermin who has helped us accelerate three years of strategy into three quarters of execution throughout the pandemic, helping us define new sources of wealth, streamline our operations, and build newfound agility into our organization. We look forward to having him on board as our new President to continue supporting our efforts to future-proof the business,” said Trota.
