Max’s Group Inc., the Philippines’ largest casual dining group, has recently named its former Group Chief Operating Officer and marketing veteran Ariel P. Fermin as its new president.

Fermin takes over from Roberto F. Trota and will now be in charge of the overall commercial and operational performance of MGI and its iconic brands which includes the flagship Max’s Restaurant, Pancake House, Yellow Cab Pizza Co., Krispy Kreme, Jamba Juice, Dencio’s, Teriyaki Boy, and Sizzlin’ Steak.

He will also be responsible for identifying 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 has spent over three decades steering some of the world’s most distinguished companies across a diverse range of industries, elevating world-class brands, re-imagining businesses, and driving revolutionary transformation.

He first spent over 20 years in the corporate world working in multinational firms, after which he assumed executive roles in flagship Filipino companies.

With a Chemical Engineering degree from the University of the Philippines, he started at Procter & Gamble as a management trainee and eventually rose to the role of R&D category head.

Fermin then moved on to Coca-Cola where he made a career shift to Marketing and helped the company open its doors to the production of non-carbonated beverages.

After this, he went on to become Sales & Marketing Director at Unilever Foods and was Nike’s Country General Manager—managing an entire company for the first time when he was just 37 years old.

Fermin later joined Jollibee Foods Corporation as President of Greenwich and Chowking, and the MVP Group of Companies as Executive Vice President and Head for Consumer Business at the height of its digital convergence.

Now at the helm of MGI, he said all these experiences are providing him the perspective and the edge to steer the company into a new order, especially with COVID-19 still very much altering the course of the industry.

“I firmly believe that our local brands and industries have what it takes to shine on the global stage,” said Fermin.

He added that, “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.” “MGI has demonstrated an unmatched resiliency and flexibility even as the COVID-19 crisis continues to alter the global food industry,”” said Trota.

He noted that, “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.