Yellow Cab Pizza
A Philippine-origin pizza restaurant chain known for its black-and-yellow visual identity, New York-style pizza associations, and international franchise expansion.
Last updated August 31, 2026
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Overview
Yellow Cab Pizza is a Philippine pizza restaurant chain established in 2001. Its first branch opened on Makati Avenue in Makati in April of that year, and the business was founded by Eric Puno, Henry Lee, and Albert Tan. The chain built its identity around a conspicuous black-and-yellow color scheme. Although the name has frequently led people to assume that the business is connected with taxis, the branding is a reference to the familiar black-and-yellow appearance of New York City taxicabs rather than to a transportation company. The brand operates as a quick-service and casual dining restaurant business centered on pizza, with related menu categories including pasta and other complementary items. Its identity has generally emphasized accessible American-influenced pizza, recognizable visual branding, and a broad store network rather than a narrowly artisanal or premium culinary proposition. The chain’s name, colors, and urban presentation give it a distinct identity within the Philippine pizza market. Yellow Cab Pizza became part of Max’s Group, Inc., the Philippine restaurant group that also owns the Max’s Restaurant fried-chicken chain. The group’s ownership gave Yellow Cab access to a larger restaurant platform and supported the development of overseas franchise relationships. The brand formerly had an organizational relationship with Army Navy Burger Burrito, but Army Navy was not included in the transaction that transferred Yellow Cab to Max’s Group and subsequently became a separate company. International development became more visible during the mid-2010s. In November 2016, Max’s Group signed a development agreement with Qatar-based Silver Group covering the opening of 22 Yellow Cab stores in Kuwait, Bahrain, and Oman over five years, beginning in January 2017. The agreement was described as Max’s Group’s seventh overseas franchise contract signed during 2016. In January 2017, Yellow Cab opened its first United States restaurant in Honolulu, Hawaii, at a location near a Max’s Restaurant in the Costco Iwilei complex. The following month, Max’s Group signed another development agreement, this time with Blue Star Food Corporation, to establish at least 12 stores in Vietnam. The chain’s overseas footprint has included Cambodia, China, Oman, Qatar, Saudi Arabia, Singapore, the United Arab Emirates, the United States, and Vietnam, in addition to its Philippine network. The referenced company description reports 159 Philippine branches and overseas outlets in the listed markets; individual market presence can change as franchise agreements and store operations develop. Singapore operations were reported as closed after March 2025. Yellow Cab Pizza has also used sports associations as part of its public profile. The brand has sponsored an auto-racing team involving actor Ryan Agoncillo and racer Alex Perez, and it has endorsed competitors in motorcycle racing, including Glenn Aguilar. It also sponsored Kaya F.C. in the United Football League Division 1, whose associated players included several members or former members of the Philippine national football setup. These activities connected the chain with motorsports and football communities while reinforcing a youthful, energetic image. The brand has also been involved in a trademark and trade-dress dispute. In 2008, Yellow Cab Pizza sued Green Cab Pizza Haus, later known as Green Avenue Pizza, over the use of a logo that Yellow Cab considered substantially similar to its own. The case ended in Yellow Cab’s favor, with the competitor required to pay a total of PHP 400,000. This dispute is one of the better-documented legal episodes in the company’s history and illustrates the commercial importance of Yellow Cab’s distinctive name and visual identity.
History
Yellow Cab Pizza began in the Philippines in 2001. Eric Puno, Henry Lee, and Albert Tan founded the chain, whose first restaurant opened on Makati Avenue in Makati in April 2001. From the beginning, the brand used a strongly recognizable black-and-yellow identity. The name caused some public confusion because “Yellow Cab” could suggest a taxi operator, but the company’s explanation connects the colors to the appearance of New York City taxicabs and uses the association as a visual branding device rather than as a description of its business. The chain developed as a pizza-focused restaurant business, with pasta and other complementary menu categories forming part of its broader offer. Its proposition was based on a branded, accessible restaurant experience that could be replicated across multiple branches. The urban color scheme and name gave the business a distinctive presence in the Philippine quick-service restaurant landscape. At a later stage, Yellow Cab became part of Max’s Group, Inc. Max’s Group is a Philippine restaurant operator whose portfolio also includes Max’s Restaurant. The ownership structure placed Yellow Cab within a larger multi-brand restaurant organization. Yellow Cab had previously operated alongside or in connection with Army Navy Burger Burrito, but Army Navy was excluded from the sale of Yellow Cab to Max’s Group and later became an independent company. The company’s expansion beyond the Philippines accelerated through development and franchise agreements. In November 2016, Max’s Group entered into an agreement with Silver Group, a franchise operator based in Qatar, to develop 22 Yellow Cab outlets in Kuwait, Bahrain, and Oman during a five-year period beginning in January 2017. The agreement was identified as the seventh overseas franchise contract signed by Max’s Group in 2016, indicating that international franchising was an important part of the parent company’s growth approach. In January 2017, Yellow Cab opened its first United States location in Honolulu, Hawaii. The restaurant was situated on Dillingham Boulevard near Alakawa Street in a small strip-center setting associated with the Costco Iwilei complex, next to a Max’s Restaurant. The location represented the brand’s entry into the US market and also demonstrated the practical value of placing multiple Max’s Group brands in proximity. In February 2017, Max’s Group signed a separate development agreement with Blue Star Food Corporation to establish at least 12 Yellow Cab restaurants in Vietnam. The brand’s international markets have also included Cambodia, China, Qatar, Oman, Saudi Arabia, Singapore, the United Arab Emirates, and the United States. The referenced description reports 159 Philippine branches, alongside overseas locations, although store counts and country coverage can change over time. Singapore operations were reported as having closed after March 2025. Yellow Cab Pizza has promoted itself through sports-related activity as well as restaurant operations. It sponsored an auto-racing team that included actor Ryan Agoncillo and driver Alex Perez, who was described as having won three racing titles. Founder Eric Puno’s interest in racing was associated with this activity. The brand also endorsed motorcycle-racing contestants, including Glenn Aguilar, described in the reference material as an 11-time national champion. In football, Yellow Cab sponsored Kaya F.C. in the United Football League Division 1. Players associated with the club included Alexander Borromeo, Chris Greatwich, OJ Porteria, and Kenshiro Daniels, all identified in the reference as Azkals players. A notable legal episode occurred in 2008. Yellow Cab Pizza sued Green Cab Pizza Haus, subsequently known as Green Avenue Pizza, alleging that the competing business used a logo very similar to Yellow Cab’s. Yellow Cab prevailed, and the competitor was required to pay a total of PHP 400,000. The case underscored the commercial value of Yellow Cab’s name and black-and-yellow visual system and remains the principal lawsuit documented in the available reference material.
- 2017
First United States location opens
[1]Yellow Cab Pizza opened its first US restaurant in Honolulu, Hawaii.
- 2017
Vietnam development agreement signed
[1]Max’s Group agreed with Blue Star Food Corporation to establish at least 12 stores in Vietnam.
- 2016
Gulf expansion agreement signed
[1]Max’s Group signed a development agreement for 22 stores in Kuwait, Bahrain, and Oman over five years beginning in 2017.
- 2008
Logo-similarity lawsuit resolved in Yellow Cab’s favor
[1]Yellow Cab Pizza won its case against Green Cab Pizza Haus, later Green Avenue Pizza, over a similar logo; PHP 400,000 was ordered or paid as a result.
- 2001
First Yellow Cab Pizza branch opens
[1]The first branch opened on Makati Avenue in Makati in April 2001.
Products and positioning
An accessible, recognizable Philippine pizza-chain brand with a bold black-and-yellow urban identity and a presence across company-operated and franchised international markets.
Pizza · 2001
Pizza
Pizza is Yellow Cab Pizza’s core product category and the foundation of the brand’s restaurant identity. The chain’s menu is structured around branded pizza offerings intended for individual meals, sharing, and group occasions. Specific current varieties, sizes, recipes, and prices are not established in the supplied sources.
Pasta dishes
Pasta
Pasta is a supporting menu category associated with Yellow Cab Pizza’s restaurant format. It broadens the offer beyond pizza and provides an alternative for customers seeking a non-pizza main dish. The supplied references do not specify the current pasta recipes or product names.
Restaurant accompaniments
Sides and beverages
The chain also offers complementary restaurant items such as side dishes, beverages, and meal combinations. These products support sharing occasions and bundled purchases, but detailed current menus are not available in the supplied reference material.
Marketing campaigns
- Motorsports sponsorship
Philippines
Yellow Cab Pizza sponsored an auto-racing team involving actor Ryan Agoncillo and racer Alex Perez. The brand also endorsed motorcycle-racing competitors, including Glenn Aguilar.
Outcome. The sponsorships associated the restaurant brand with Philippine motorsports and racing communities. A quantified commercial outcome is not reported.
- Kaya F.C. football sponsorship
Philippines
Yellow Cab Pizza sponsored Kaya F.C. in the United Football League Division 1, a club associated with players including Alexander Borromeo, Chris Greatwich, OJ Porteria, and Kenshiro Daniels.
Outcome. The sponsorship increased the brand’s association with Philippine football. No specific campaign performance or commercial result is provided.
Brand decisions
2017
Enter the United States marketStrategyBackground
Following international franchise development, Yellow Cab Pizza pursued a physical presence in the United States.
Action taken
The brand opened its first US restaurant in Honolulu, Hawaii, near a Max’s Restaurant.
Aftermath
The Honolulu restaurant established the chain’s initial US presence; later operating continuity is not established in the supplied sources.
2017
Develop stores in VietnamStrategyBackground
Max’s Group continued its international expansion program through local development partners.
Action taken
The group signed Blue Star Food Corporation to establish at least 12 Yellow Cab stores in Vietnam.
Aftermath
Vietnam was added to the brand’s planned overseas development markets.
2016
Pursue Gulf franchise developmentStrategyBackground
Max’s Group sought to expand Yellow Cab Pizza outside the Philippines through overseas development agreements.
Action taken
The group signed Silver Group, a Qatar-based franchise operator, to develop 22 stores in Kuwait, Bahrain, and Oman over five years beginning in January 2017.
Aftermath
The agreement formed part of Max’s Group’s overseas franchise program and broadened Yellow Cab’s planned Gulf presence.
2008
Protect distinctive logo against competitorOtherBackground
Yellow Cab Pizza alleged that Green Cab Pizza Haus used a logo substantially similar to its own branding.
Action taken
Yellow Cab filed a lawsuit against the competitor.
Aftermath
Yellow Cab prevailed, and the competitor was required to pay a total of PHP 400,000.
Reported payment or damages. PHP 400,000 (2008)
- Green Cab Pizza Haus — The competing business was required to pay PHP 400,000 and later operated under the name Green Avenue Pizza.
Recent events
- 2025
Singapore operations reported closed after March 2025[1]
Other
The referenced company information reports that Yellow Cab Pizza’s Singapore operations closed after March 2025.
- 2025
Yellow Cab Pizza Singapore operations reported closed[1]
Other
Reference material reports that the brand’s Singapore operations closed after March 2025.
- 2017
Yellow Cab Pizza enters the United States with a Honolulu restaurant[1]
Other
The chain opened its first United States restaurant in Honolulu, Hawaii, near the Costco Iwilei complex and next to a Max’s Restaurant.
- 2017
Max’s Group signs Vietnam development agreement[1]
Other
Max’s Group signed a development agreement with Blue Star Food Corporation to establish at least 12 Yellow Cab stores in Vietnam.
- 2017
Yellow Cab Pizza opens first United States restaurant[1]
Product launch
The brand opened its first United States restaurant in Honolulu, Hawaii, at a location near a Max’s Restaurant in the Costco Iwilei complex.
- 2016
Max’s Group signs Gulf development agreement[1]
M&A · Other
Max’s Group signed an agreement with Qatar-based Silver Group to develop 22 Yellow Cab stores in Kuwait, Bahrain, and Oman over five years beginning in 2017.
- 2016
Max’s Group signs Gulf development agreement for Yellow Cab Pizza[1]
M&A
Max’s Group entered into a development agreement with Qatar-based Silver Group to open 22 Yellow Cab stores in Kuwait, Bahrain, and Oman over five years beginning in January 2017.
- 2008
Yellow Cab Pizza wins legal dispute over similar competitor logo[1]
Lawsuit
Yellow Cab Pizza brought a case against Green Cab Pizza Haus, later Green Avenue Pizza, alleging that the competitor used a logo resembling Yellow Cab’s branding. The case was resolved in Yellow Cab’s favor, with PHP 400,000 in damages or payment reported.
- 2008
Yellow Cab Pizza sues Green Cab Pizza Haus over similar logo[1]
Lawsuit
Yellow Cab Pizza filed a case against Green Cab Pizza Haus, later known as Green Avenue Pizza, alleging that the competitor used a logo too similar to Yellow Cab’s branding. The case was resolved in Yellow Cab’s favor, with the competitor ordered to pay ₱400,000.
- 2001
Yellow Cab Pizza opens its first branch in Makati[1]
Other
The first Yellow Cab Pizza branch opened on Makati Avenue in Makati, Philippines.
Sources1 sources
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