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Beloved Fried Chicken Concept Coming to Chula Vista

It’s the first of three new local eateries for Max's of Manila

max’s of manila
Courtesy photo

Max’s Restaurants, a popular fried chicken eatery first founded in the Philippines in 1945, is expanding its franchise to San Diego. Late last year, we reported that the Filipino chain, which has more than 200 outposts around the world, had signed an area development deal and was scouting for locations in Mira Mesa, Escondido/San Marcos, and Chula Vista with the goal of opening three restaurants in San Diego over the next five years. This is actually a return for the brand; over a decade ago, Max’s operated an eatery in National City.

Known as "The House That Fried Chicken Built", Max’s menu centers around its signature marinated and fried chicken, plus traditional Filipino dishes ranging from chicken adobo to crispy pata and fried lumpia.

Eater has learned that Chula Vista (2127 Olympic Parkway, Suite 1001) will be the home of the first local Max’s Restaurant. A rep for the group says that the eatery is scheduled to open in the first half of 2017.

Jay Montenegro, owner of Montenegro Group Real Estate, and Pat Geary of ECP Commercial are leading the efforts to find locations for the concept. Montenegro shared, "We are very excited to have helped Max's find their new home in Chula Vista. Chula Vista is a fast growing, vibrant city, where our surveys proved is one of many locations in San Diego County that will have a big appetite for Max's delicious dishes. San Diegans currently drive 2-plus hours to the nearest Max's restaurant in Glendale just to satisfy their Max's food cravings; now, we are excited to share they can enjoy the famous dishes in their very own backyard and we are working even harder to giving them two more nearby locations to choose from very soon."

Max's Restaurant

2127 Olympic Pkwy #1001, Chula Vista, CA 91915, USA