Mang Inasal Eyes Strategic Partnerships to Cement Market Dominance

Mang Inasal, a key player in the Jollibee Group, aims to dominate the grilled food category over the next five years, leveraging its surging brand value and strategic collaborations to solidify its presence in the competitive quick-service restaurant (QSR) industry.

Strategic Partnerships for Growth

Mang Inasal President Mike Castro revealed plans to enhance visibility and customer engagement through targeted partnerships, including collaborations with schools and universities to appeal to younger consumers.

Recently, Mang Inasal teamed up with the Department of Tourism to offer promotions such as free desserts for local and foreign tourists traveling across the Philippines.

“Over the next five years, we will focus on strategic partnerships that align with our mission,” Castro said in an interview.

Strong Market Position

Currently ranked third in the branded eat-out category, Mang Inasal has seen its brand value skyrocket to $374 million this year, earning it recognition as the fastest-growing ASEAN 500 brand in the region.

Global brand valuation firm Brand Finance also named Mang Inasal the strongest brand in the Philippines, attributing its success to customer loyalty, a robust store network, and effective marketing strategies.

Expansion and Vision

With over 500 stores nationwide, Mang Inasal plans to double its footprint to 1,000 locations within five years. This expansion aims to meet increasing demand while strengthening its presence across the Philippines.

“We are deeply committed to understanding our customers and evolving to meet their expectations,” Castro emphasized.

Legacy of Excellence

Known for its signature roast chicken meals, unlimited rice offerings, and halo-halo, Mang Inasal was founded in 2003 by Edgar Sia II. Jollibee Foods Corporation acquired the brand in 2010, with full ownership finalized in 2016 for a total of PHP 5 billion.

Customer-Centric Approach

Castro highlighted the importance of maintaining Mang Inasal’s value-for-money offerings and evolving its menu to cater to changing consumer preferences.

“Today, we are more motivated to continue elevating the Mang Inasal experience, offering even more value and delight to the millions we serve,” Castro said.

As Mang Inasal looks to the future, its focus on partnerships, expansion, and customer satisfaction positions it as a formidable force in the QSR landscape.