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Date: 6/14/2023
SPRINGFIELD — In June 2003, Max’s Tavern opened its doors in Springfield and still, 20 years later, the restaurant remains a “staple” within the downtown area.
Managing Partner John Thomas joined the Max’s team in 2005. Since then, he said, the restaurant has been successful. Although it can’t be quantified monetarily, Thomas opined that “it is the best restaurant in a 25-to-30-mile radius” and there is nothing like it.
As an active participant in the community, Max’s aims to hire locally, with about 65 to 70 current employees. He noted that some of the employees have been there since the beginning and are able to provide a good living for their families, which Thomas said he is proud of.
He went on to say that retention is important and to have an employee for 15 to 20 years is not common.
While the restaurant has reinvented itself a few times over, Thomas said that one thing that remains the same is the core values which include hospitality, great service and great food.
“It sets us apart from other restaurants,” Thomas said.
He noted that not many changes have been made, aside from the menu changing quarterly, a new chef and manager, to name a few.
If there are not some changes, Thomas said, “It gets boring.”
To keep up with the times, Max’s Tavern has expanded its menu to offer gluten-free and vegan options and remains mindful of certain allergies. Thomas said these offerings have been “more of a reaction” of what customers want. “What drives this business is the guests,” he explained. “This is what people want [and we are] going to bring them the latest and greatest of everything.”
Public Relations Director AnnMarie Harding has been at Max’s since day one. Still, she said, it is a “chop house classic.”
Although it is called a tavern, Thomas said it is more so a steakhouse. While salmon, cod and other types of fish do sell, he noted that filet mignon is their best seller.
On the burger front, Thomas said it is the best burger he has ever had.
“We have to evolve the menu [and] keep it fresh,” he shared.
Some other changes at Max’s Tavern include the bar being redone and the catering space being revamped. During COVID-19, the kitchen was updated with state-of-the-art equipment and the patio expanded “dramatically,” Thomas said.
He shared that business at Max’s was “fairly strong” during the coronavirus pandemic as they offered takeout and outdoor dining. After closing for three months, Max’s Tavern returned to its daily operations.
Twenty years later, Thomas said people are “still responding to the brand.”
On an average week, Max’s Tavern brings in about 2,500 to 3,000 people. Thomas shared that people come from all different walks of life — some locally, some traveling internationally. Being located within the Basketball Hall of Fame, Max’s serves many of those visiting the attraction.
“Sales are steady throughout the year,” Thomas said.
Harding noted that business bumps during the Big E, and even draws in guests visiting Six Flags and MGM Springfield — all of which are a part of that “hub,” she explained.
To bring in even more people, Max’s has hosted various events, including an ongoing monthly networking event called Max on Monday. Max on Monday was created by Harding to bring back a form of in-person gatherings, conversations and connections.
In 2015, the Max Cares Foundation was established. Harding explained that all fundraising initiatives go through this foundation.
Every year, Max’s Tavern has a golf tournament that Harding puts on. In over 17 years of hosting it, more than $2 million has been raised and donated to Baystate Children’s Hospital.
Harding shared that Max’s name is on different pieces of equipment donated to Baystate, including its outpatient facility on Wason Avenue in Springfield.
She went on to say that they asked the hospital to give a wish list to designate funds. Over time the foundation has contributed to the purchase of OmniBeds — a full featured incubator and warmer — echocardiograms and more.
With “The Big Cocktail Party” that Harding also hosted, the event raised $100,000 in two years, to purchase components of a heart and lung machine for Baystate.
Harding shared that the foundation has also given money to the Springfield Boys and Girls Club, the Special Olympics and more.
She said it is “amazing” how popular the restaurant is, always being asked to contribute.
“I take a lot of pride in it,” Thomas said.
About a year and a half ago, Max’s Tavern founder Rich Rosenthal sold principal investment to Thomas and eight others, however, Harding said no one would know that because not much has changed.
Thomas reiterated that consistency has remained. As Rosenthal was the driving force for 18 years, Thomas said he wondered if they could do it without him and they have persevered. “It’s a testament to the partners [and the] great staff … And we will continue to be great,” he said.
Harding described the 20th anniversary of Max’s Tavern as a “great accomplishment.”
Thomas said they tend to overlook milestones, as running the business and serving customers is all part of the job.
“I plan to be here for the next 20 years,” he concluded.