Establishments like these and the Bread House, just a few among dozens, are Jersey City Filipino at its old-school finest, and they're supported by a dedicated clientele. More recently, however, the area's been given votes of consumer confidence in the form of Filipino chains betting on the area. In 2010, Max's, a polished Manila-based brand famous for its fried chicken, opened on Newark Avenue. Two years later, Jollibee, the most successful fast-food operation in the Philippines, debuted a branch in the southern enclave of Greenville. Red Ribbon, a popular sweets shop that offers electric-purple ube layer cakes and the psychedelic shaved-ice dessert halo-halo, holds down a corner in the heart of the city.