MANILA – Max’s Group, Inc. (“MGI”), the country’s largest casual dining chain, has named Mr. Ariel P. Fermin as Group Chief Operating Officer. Ariel will assume responsibility for all aspects of business including strategy development and execution for all brands and support services. He will remain at the forefront of spearheading digital innovative solutions in addition to reinforcing a culture of excellence, accountability and transparency across the group.
“We recognize the importance of organizing ourselves to effectively address the needs of a rapidly competitive industry. Since joining, Ariel has demonstrated proven leadership capabilities, driving double-digit systemwide sales growth for brands under his watch, while possessing the necessary credentials to lead this transformational move. Through our shared vision, we are confident in his ability to chart our path to sustainable growth,” said Mr. Robert F. Trota, President and Chief Executive Officer of Max’s Group, Inc.
Prior to his new assignment, Ariel served as Chief Innovation Officer and Chief Operating Officer of Max’s Restaurant, Krispy Kreme and Max’s Corner Bakery. Previously, he held management positions for various local and multinational consumer-oriented companies including PLDT, Jollibee Foods, Nike, Coca-Cola, Unilever and Procter and Gamble.
“The consumer remains to be at the center of what we do. We are aggressively pursuing growth opportunities especially with our core brands and will enable go-to-market execution from earlier investments made on human capital, process automations and system upgrades. At the same time, we are consolidating resources for a more robust support structure, equipped with the agility and resiliency to respond to on-going and future market trends. Altogether, our group is in a great position to continue to lead industry growth with optimized productivity and improved profitability,” stated Fermin.
“I welcome the opportunity to lead MGI onto the next stage of its storied and accomplished history. As we work in unison towards unleashing our full potential, I firmly believe we are primed for even greater success. Lastly, I also thank our management team for their trust and unwavering support,” concluded Fermin.