When Maxim Rides & Food Delivery entered the Philippines, Cebu was not merely a convenient starting point—it was a calculated bet. As a major economic engine and tourism hub, the city offered the scale, diversity, and velocity needed to stress-test Maxim’s model and generate momentum for national expansion.
“Maxim’s choice of a launch city is always preceded by rigorous strategic analysis,” said Andres Morales Jr., president of Maxim Rides & Food Delivery. “We assess demand, competition, purchasing power, and employment dynamics before making a move.”
The foresight proved timely. Maxim launched in 2020, just as the COVID-19 pandemic reshaped mobility and commerce. With households and businesses relying heavily on delivery and app-based transport, Maxim’s dual ride-hailing and delivery platform quickly gained traction—tapping into what the company identified early as one of Southeast Asia’s fastest-growing sectors.
By 2025, the Philippine ride-hailing and delivery market had transformed into a more competitive arena, posting annual turnover of over USD1.5 billion. More than 12 million Filipinos now use app-based transport services, driven by rapid urbanization, public transport gaps, and rising smartphone adoption.
Maxim carved out its niche by focusing on affordability and driver economics. While motorcycle delivery platforms typically charge commissions of 12 to 18 percent, Maxim offers rates as low as 5 percent for branded vehicles and 10 percent for non-branded ones. In select cities, drivers keep 100 percent of their earnings.
The strategy is paying off. Maxim reported a 35 percent year-on-year increase in orders, spanning both delivery and passenger transport.
Since its Cebu launch, Maxim has expanded steadily, adding services such as Pabili and securing key regulatory milestones, including a Transport Network Company license in late 2023. With new training centers, regional pilots, and AI-powered safety systems, Cebu’s early momentum is now powering Maxim’s nationwide push.
The company is now gearing up for the next phase of its expansion, with Albay–Legazpi and Naga City in the Bicol Region slated for near-term rollout.
Growth efforts remain anchored in key urban and regional centers—Manila, Cebu, Davao, and Zamboanga—while the company deepens investments in technology. Priorities include expanding cashless payments, launching a proprietary marketplace for local entrepreneurs, and scaling the use of AI and machine learning to streamline operations and analyze user feedback.
In the Philippines, Maxim operates as a localized company headquartered in Cebu, where it launched in 2021. Under the leadership of Morales, the firm continues to adapt global technology to meet the country’s distinct transport and logistics needs.
