Mang Inasal to focus on strategic partnerships to boost visibility

Mang Inasal president Mike Castro

Mang Inasal, the chicken barbecue business of the Jollibee Group, is intent on dominating the grilled food category in the next five years, banking on its surging brand value to drive growth.

Mang Inasal president Mike Castro told the Inquirer in an email interview that they would focus on getting more partners to further boost visibility in the increasingly competitive quick-service restaurant industry.

READ: Mang Inasal shines as the only PHL restaurant winner at the 21st International Business Awards

“Over the next five years, we will focus on strategic partnerships that align with our mission,” Mang Inasal president Mike Castro said, citing their recent collaboration with the Department of Tourism.

Under their memorandum of agreement, Mang Inasal offers promos—such as free dessert—to local and foreign tourists flying to different parts of the country.

According to Castro, they also plan on boosting their popularity among younger customers through university and school partnerships in the pipeline.

As it is, Mang Inasal ranks third in the branded eat-out category, Castro said.

“It’s a strong position that reflects our growing influence in the industry, and that continues to excite and, at the same time, challenge us to give our customers better than our best ways of serving them,” he added.

This comes as Mang Inasal’s brand value tripled to $374 million this year, making it Asean 500’s fastest-growing brand in the region.

Global brand valuation firm Brand Finance likewise recognized Mang Inasal as the strongest brand in the Philippines earlier this year, thanks to the homegrown firm’s store network expansion.

Mang Inasal currently has more than 500 stores across the country. Castro previously said they wanted to double this to 1,000 within five years.

Castro, who has spent nearly two decades with Jollibee through its other brands, such as Red Ribbon and Greenwich, attributed Mang Inasal’s strong growth to customer loyalty and its employees.

“We are deeply committed to understanding our customers and evolving to meet their expectations,” he said. “Today, we are more motivated to continue elevating the Mang Inasal experience, offering even more value and delight to the millions we serve.”

Known for its roast chicken meals, “unli” rice, and halo-halo, Mang Inasal was founded in 2003 by tycoon Edgar Sia II.

Jollibee Foods Corp. acquired 70 percent of Mang Inasal in 2010 for P3 billion, and eventually bought the remaining 30 percent for P2 billion six years later.

While competition remains tight, Castro said they wanted to focus on maintaining their “value-for-money offerings” and developing their menu to reflect changing consumer needs.