1.

Nature of Business

Mang Inasal is a quick-service restaurant (QSR) chain in the Philippines that

specializes in Filipino-style grilled dishes, particularly its flagship product,
chicken inasal. Established in 2003 by Edgar "Injap" Sia II in Iloilo City, the
brand quickly gained popularity for offering authentic Filipino meals at
affordable prices, paired with efficient service.

The restaurant combines traditional Filipino flavors with modern fast-food

convenience, making it a household name for grilled dishes and other Filipino
favorites like pork BBQ, halo-halo, and palabok. Its business model caters to
a wide range of customers, from families and students to working
professionals, all seeking affordable, high-quality meals.

Mang Inasal operates through both company-owned stores and franchised

outlets, allowing for rapid nationwide expansion. Since its acquisition by
Jollibee Foods Corporation in 2010, Mang Inasal has benefited from JFC’s
expertise in operations, marketing, and supply chain management, further
solidifying its position as a leader in the local food service industry.

2. Industry Classification

Mang Inasal is classified under the Philippine Standard Industrial

Classification (PSIC) within the following categories:

Section I: Accommodation and Food Service Activities

This section covers establishments providing short-stay accommodation and

prepared meals, snacks, and beverages for immediate consumption.

Division 56: Food and Beverage Service Activities

This division includes establishments involved in serving meals, snacks, and

beverages.

Group 561: Restaurants and Mobile Food Service Activities

This group encompasses restaurants and similar establishments providing

food services.

Class 5610: Restaurants and Mobile Food Service Activities

This specific class covers the operation of restaurants, fast food outlets,
takeout food services, and catering services.
Mang Inasal fits this classifications because it operates as a quick-service
restaurant offering Filipino-style grilled dishes, beverages, and desserts. It
serves food prepared for immediate consumption, targeting dine-in, takeout,
and delivery markets. Its operations align with the food service activities
defined under Class 5610.

3. Major Products and Services Offerings

Mang Inasal offers a variety of Filipino-style dishes with a focus on grilled and
traditional flavors. Here are its major products and services:

1. Signature Dishes

Chicken Inasal: The brand's flagship product is marinated in a special blend

of spices, vinegar, and calamansi (a local citrus fruit) and grilled to
perfection. It is served with rice, soy sauce, calamansi, and chili for dipping.

Pork BBQ: Skewered pork marinated and grilled, offering a sweet and savory
flavor.

2. Filipino Favorites

Halo-Halo: A popular Filipino dessert consisting of shaved ice, sweetened

fruits, jellies, and evaporated milk, topped with leche flan and ube (purple
yam).

Palabok: A traditional noodle dish topped with shrimp sauce, chicharon (pork
cracklings), hard-boiled eggs, and shrimp.

3. Unique Offerings

Unli-Rice: Mang Inasal is widely known for its unli-rice (unlimited rice)
offering, which attracts customers seeking a great value-for-money dining
experience.
4. Affordable Combo Meals

Value Meals: Mang Inasal provides affordable set meals that typically include
a main dish (e.g., chicken inasal or pork BBQ), rice, and a side dish.

5. Catering and Takeout Services

Group Meals: Mang Inasal offers party-sized portions of its signature dishes
for family gatherings, parties, and corporate events.

Takeout and Delivery: Customers can order their favorite meals via delivery
apps or through the store's takeout services.

Distinctive Competency

Mang Inasal's "unli-rice" concept is a major competitive advantage,

appealing to Filipino customers who value rice as a staple food. The brand's
commitment to preserving authentic Filipino flavors while offering
affordability further strengthens its market position.

4. Market and Market Segments Served

Mang Inasal primarily serves the Filipino market, catering to a wide range of
customers across different demographics and regions. Its focus on providing
affordable, authentic Filipino meals has made it a household name in the
Philippines.

1. Primary Market

Local Consumers: Mang Inasal targets the Filipino population, particularly

those who value traditional meals served quickly and affordably.

Key factor: Filipinos generally prefer rice-based meals, which aligns with
Mang Inasal's unlimited rice offering.

2. Market Segments
Mang Inasal caters to the following customer groups:

a. Families:

Why They Choose Mang Inasal:

Affordable meals for large groups.

Shared dishes and customizable servings (e.g., unli-rice for all family
members).

Family-friendly environment.

b. Young Professionals and Students:

Why They Choose Mang Inasal:

Quick and filling meals for those with busy schedules.

Value-for-money offerings that fit tight budgets.

c. Budget-Conscious Consumers:

Why They Choose Mang Inasal:

The unli-rice concept and affordable combo meals offer excellent value.

d. Urban and Rural Customers:

Why They Choose Mang Inasal:

The brand has penetrated both urban centers and provincial areas, making it
accessible to a broader customer base.

3. Regional Reach

Mang Inasal operates over 600 branches nationwide, making it one of the
most accessible Filipino fast-food chains.

Its expansion in both urban and rural markets ensures a strong presence
across Luzon, Visayas, and Mindanao.

4. Target Behaviors and Preferences

Mang Inasal serves customers who:

Seek traditional Filipino flavors.

Prefer affordable and satisfying meals.

Value convenience through dine-in, takeout, or delivery options.

Mang Inasal's focus on delivering culturally resonant food at a competitive

price point allows it to cater to a diverse market. From families dining
together to busy professionals on-the-go, the brand's offerings are well-
suited to the lifestyle and preferences of its Filipino customers.

5. Product Positioning

Mang Inasal positions itself as the leading quick-service restaurant offering

authentic Filipino grilled dishes. Its unique approach to blending traditional
Filipino flavors with a fast-food dining experience has helped it carve out a
distinct space in the Philippine food service industry.

1. Key Positioning Elements

a. Authenticity in Filipino Cuisine

Mang Inasal emphasizes the authenticity of its offerings, staying true to

Filipino culinary traditions. Signature dishes like Chicken Inasal and other
classic Filipino meals highlight this focus.

b. Affordability and Value for Money

The brand is known for its "unli-rice" (unlimited rice) concept, making it a
preferred choice for customers who want satisfying meals at a budget-
friendly price. This value-driven strategy resonates strongly with Filipino
families, students, and professionals.

c. Fast and Convenient Service

Mang Inasal positions itself as a quick-service restaurant, ensuring meals are

served promptly without compromising quality. This appeals to customers
with busy lifestyles.

d. Cultural Resonance
By offering traditional Filipino food in a casual and accessible setting, Mang
Inasal creates a sense of cultural pride and familiarity, making it a preferred
dining choice for Filipinos.

e. Family-Oriented Dining Experience

Mang Inasal markets itself as a family-friendly brand, providing a welcoming

environment and portions suitable for group dining.

2. Differentiation from Competitors

a. Unique Selling Proposition (USP):

"Unli-Rice" Offering: A unique feature that sets Mang Inasal apart from
competitors like Max’s Restaurant, Andok’s, and Baliwag. This concept is
highly appealing in the rice-loving Filipino market.

b. Focus on Grilled Dishes:

Unlike other fast-food chains that offer a broader menu, Mang Inasal
specializes in Filipino grilled dishes, making it synonymous with Chicken
Inasal and pork BBQ.

c. Nationwide Accessibility:

With over 600 branches, Mang Inasal ensures a strong presence across the
Philippines, making it a go-to dining option in both urban and rural areas.

3. Target Market Alignment

Mang Inasal positions its products to appeal to:

Budget-conscious families and groups who value affordability.

Young professionals and students who seek quick, filling, and affordable
meals.

Filipino diners who appreciate local flavors and cultural authenticity.

4. Brand Personality

Mang Inasal portrays itself as:

Friendly: A welcoming environment for all customers.

Authentic: Offering dishes that celebrate Filipino culture and heritage.

Accessible: Affordable pricing and widespread branch locations.

Mang Inasal's product positioning emphasizes its authentic Filipino identity,

affordability, and value-for-money offerings. By staying culturally relevant
and focusing on customer satisfaction, the brand has secured a strong
foothold in the Philippine fast-food market.

6. Type of Operations

Mang Inasal operates as a quick-service restaurant (QSR), focusing on

providing affordable and high-quality Filipino meals in a fast and convenient
manner. Its operations are designed to deliver efficiency, consistency, and
customer satisfaction across all branches nationwide.

1. Service-Oriented Operations

Primary Operation Type: Food Service Mang Inasal's operations revolve

around serving meals prepared for immediate consumption, whether through
dine-in, takeout, or delivery.

Quick-Service Model: The brand employs a fast-food setup where orders are
placed at the counter, and food is served promptly, catering to the needs of
busy customers.

2. Franchise-Based Operational Model

Franchise System: Mang Inasal operates through a combination of company-

owned stores and franchise-operated branches, enabling rapid expansion
and market penetration.

Franchise Guidelines: Franchisees follow strict operational manuals and

adhere to corporate standards for quality, service, and cleanliness (QSC).
This ensures consistency across all outlets.
3. Production and Supply Chain Operations

Centralized Supply Chain: Mang Inasal benefits from the centralized

procurement system of its parent company, Jollibee Foods Corporation (JFC).
This ensures:

Cost efficiency through economies of scale.

Consistent supply of high-quality raw materials.

Kitchen Operations:

Food is prepared in-store based on standardized recipes to maintain the

unique taste of Mang Inasal’s dishes, such as chicken inasal and pork BBQ.

4. Customer-Focused Operations

Affordable Pricing and Unli-Rice Offering: Mang Inasal’s "unli-rice" feature is a

key part of its operational strategy, designed to maximize customer
satisfaction and attract repeat business.

Customer Feedback Integration: Customer feedback is actively used to

improve operations, ensuring services remain aligned with market
preferences.

5. Delivery and Takeout Services

Partnerships with Delivery Apps: Mang Inasal has expanded its operations to
include partnerships with delivery platforms like GrabFood and Foodpanda,
catering to the growing demand for online food delivery.

In-House Delivery: Some branches offer their own delivery services,

enhancing accessibility for customers.

6. Community and Cultural Integration

Local Adaptation: While maintaining consistent branding, Mang Inasal allows

minor adaptations to cater to regional preferences and cultural nuances.
Promotions and Seasonal Offers: The brand regularly introduces promos and
menu items tailored to Filipino festivals or seasons, keeping operations
culturally relevant.

7. Employment and Training

Workforce Operations: Mang Inasal employs thousands of individuals in its

corporate offices, company-owned stores, and franchised outlets.

Training Programs: Employees and franchisees undergo rigorous training

programs to ensure compliance with operational standards, including food
preparation, customer service, and safety protocols.

Mang Inasal’s operations reflect its commitment to delivering affordable and

high-quality Filipino meals through efficient service and consistent quality. Its
blend of a quick-service model, strong franchise network, and centralized
supply chain supports its goal of remaining a leader in the Philippine food
service industry.

7. Form of Business

Mang Inasal operates as a corporation under the umbrella of Jollibee Foods

Corporation (JFC), a publicly traded company listed on the Philippine Stock
Exchange (PSE).

1. Corporate Structure

Wholly-Owned Subsidiary: Since 2016, Mang Inasal has been a wholly-owned

subsidiary of Jollibee Foods Corporation. JFC initially acquired a 70% stake in
Mang Inasal in 2010 and later bought the remaining 30% in 2016, making it
fully integrated into the JFC group.

Publicly Traded Parent Company: Jollibee Foods Corporation (JFC) is one of the
largest and most successful food service companies in the Philippines, listed
on the Philippine Stock Exchange. While Mang Inasal is not publicly traded, it
operates as a part of JFC's broader business operations.
2. Legal Structure

Corporate Entity: As a corporation, Mang Inasal is governed by a Board of

Directors and managed by corporate officers. The decision-making process,
financial reporting, and legal compliance are managed in line with corporate
governance standards.

Franchise System: In addition to corporate-owned branches, Mang Inasal

operates through a franchise model, wherein third-party franchisees own and
operate outlets under the brand’s guidelines and operational standards.

3. Taxation and Compliance

Corporate Taxation: As a corporation, Mang Inasal is subject to corporate tax

laws and regulations in the Philippines, including income tax, value-added
tax (VAT), and other applicable business taxes.

Regulatory Compliance: Being part of a publicly listed corporation (JFC),

Mang Inasal follows strict regulatory guidelines set by the Securities and
Exchange Commission (SEC), Philippine Stock Exchange (PSE), and other
government entities governing food businesses in the country.

4. Ownership Structure

Jollibee Foods Corporation Ownership: As of 2016, Jollibee Foods Corporation

owns 100% of Mang Inasal, which allows the parent company to consolidate
resources and expand Mang Inasal’s market presence.

Franchise Ownership: Aside from corporate branches, Mang Inasal has an

extensive franchise network, where individual franchisees own and operate
their outlets under JFC’s brand standards. These franchisees are independent
businesses but must adhere to JFC’s policies and operational guidelines.

5. Advantages of Corporate Form

Access to Capital: Being part of JFC provides Mang Inasal with financial
backing and access to capital for expansion and operational improvements.
Operational Synergies: As a subsidiary of JFC, Mang Inasal benefits from
synergies in marketing, procurement, and logistics, further enhancing its
competitiveness in the Philippine market.

Brand Strength: The connection to Jollibee Foods Corporation allows Mang

Inasal to leverage JFC's strong brand recognition, marketing campaigns, and
business expertise.

Mang Inasal operates as a corporation under Jollibee Foods Corporation,

which owns 100% of the brand. This corporate structure enables Mang Inasal
to benefit from the resources, expertise, and market reach of its parent
company while allowing flexibility in its franchise-based operations.

8. Current Asset, Revenue, and Profit

As Mang Inasal is a subsidiary of Jollibee Foods Corporation (JFC), its financial

performance is integrated into the parent company's consolidated financial
reports. Therefore, specific financial figures for Mang Inasal alone are not
typically disclosed separately. However, we can discuss JFC's overall
financials, which reflect Mang Inasal's contribution to the group's
performance.

1. Revenue and Profit

Jollibee Foods Corporation Consolidated Revenue (Including Mang Inasal)

Total Revenue for JFC (2023): JFC's consolidated revenue for the year 2023
reached approximately PHP 246.7 billion (as reported in the 2023 annual
report). Mang Inasal is a key contributor to this revenue due to its
widespread presence and popularity in the Philippines.

Revenue Contribution of Mang Inasal: While Mang Inasal's exact revenue

contribution is not separately disclosed, the brand is considered one of JFC's
major revenue generators alongside other subsidiaries like Jollibee,
Chowking, and Red Ribbon. Mang Inasal is particularly influential in the
Filipino grilled food market, making it a significant player in the QSR
segment.

2. Current Assets

JFC Current Assets (2023): JFC’s total current assets for 2023 were reported
at approximately PHP 83.6 billion. These assets primarily consist of cash,
accounts receivable, inventories, and other short-term assets that help
facilitate day-to-day operations, including the operations of Mang Inasal.

Mang Inasal's Asset Contribution: Mang Inasal, being a subsidiary, shares in

JFC's asset pool, including its investments in store networks, inventories (raw
materials for food production), and franchise-related assets.

3. Profit (Net Income)

Jollibee Foods Corporation Net Income (Including Mang Inasal)

Net Income for JFC (2023): JFC's net income for 2023 was approximately PHP
8.5 billion, reflecting the overall profitability of its various brands, including
Mang Inasal.

Profitability of Mang Inasal: As part of JFC's portfolio, Mang Inasal benefits

from the parent company's economies of scale and marketing synergies,
which contribute to its profitability. The brand's competitive pricing and
strong domestic market presence are key factors supporting its profit
generation.

4. Key Drivers of Revenue and Profit for Mang Inasal

Expansion of Stores: With over 600 branches across the Philippines, Mang
Inasal's continuous expansion drives increased revenue, contributing to JFC's
growth.

Franchise Operations: The franchise model allows for scalability, with many
branches operated by third-party franchisees, who contribute to both
revenue and profitability through royalties and sales.

Popular Offerings: Signature items like unli-rice meals, Chicken Inasal, and
other Filipino dishes continue to attract customers, contributing to strong
sales and high customer retention.
While Mang Inasal's specific financial figures are not separately disclosed, it
is a significant contributor to Jollibee Foods Corporation's overall financial
performance. JFC's 2023 consolidated revenue of PHP 246.7 billion and net
income of PHP 8.5 billion highlight the financial success of its subsidiaries,
including Mang Inasal.

9. Number of Employees

As of 2018, Mang Inasal employs approximately 15,000 individuals. This

workforce includes both direct employees working at corporate headquarters
and those employed in its franchised outlets across the Philippines.

1. Composition of Workforce

Direct Employees: Mang Inasal has employees working at its corporate

offices, including those in roles related to operations, marketing, finance,
supply chain, and human resources. These individuals play a key role in
managing the brand’s national and regional operations, overseeing
franchisees, and ensuring that company standards are upheld across outlets.

Franchise Employees: A significant portion of Mang Inasal’s workforce is

made up of employees working in its franchise-operated outlets. These
employees include store managers, crew members, cashiers, and kitchen
staff, who are responsible for the daily operations at each branch. These
individuals work under the framework of the company’s guidelines and
operational manuals, ensuring consistent quality and customer service.

2. Employee Growth

Mang Inasal’s workforce has grown along with the expansion of its branch
network, especially as the brand has continued to open new outlets across
the Philippines. The company’s franchise model has allowed it to expand
rapidly, and with each new store opening, more local employees are hired.

3. Contribution to Local Economy

Job Creation: Mang Inasal is a significant contributor to job creation in the

Philippines, especially in the food service industry. With thousands of
employees across its branches, the company plays a vital role in providing
employment opportunities for Filipinos, ranging from entry-level positions to
managerial roles.

Support for Local Communities: The brand’s widespread presence across

both urban and rural areas further supports local economies, as it provides
income for local workers and suppliers.

Mang Inasal employs around 15,000 people, including direct employees at

corporate offices and those working in franchise outlets. This workforce
reflects the brand's significant role in the Philippine economy, particularly in
job creation within the food service industry.

10. Number of Branches, Stores, and Outlets

As of 2023, Mang Inasal has grown to become one of the leading quick-
service restaurant (QSR) chains in the Philippines, known for its signature
Chicken Inasal and affordable Filipino meals. The brand has achieved
substantial expansion, particularly through its franchise model, which has
enabled it to establish a strong presence across the country.

1. Number of Branches

Over 600 Branches Nationwide: Mang Inasal has over 600 branches located
across various regions in the Philippines. These branches include both
company-owned and franchise-operated outlets. The company has expanded
rapidly, particularly in provincial areas, catering to the demand for quick,
affordable Filipino meals.

2. Franchise Model and Expansion

Franchise Network: The majority of Mang Inasal's branches are operated by

franchisees, with the brand following a franchise-based operational model.
This allows for rapid expansion, especially in areas outside Metro Manila.
Franchise Growth: As Mang Inasal has continued to grow, the number of
franchise-operated outlets has increased significantly, further boosting its
presence in both urban and rural locations across the Philippines.

3. Strategic Location and Market Coverage

Widespread Nationwide Presence: Mang Inasal’s locations are spread across

various regions of the Philippines, including Metro Manila, Cebu, Davao, and
other provinces. Its branches are typically located in high-traffic areas like
malls, commercial districts, and local neighborhoods, making the brand
highly accessible to a wide range of customers.

Regional Adaptation: While the core menu remains consistent, some

branches are tailored to local preferences, allowing Mang Inasal to cater to
the diverse tastes of Filipinos in different regions.

4. International Expansion

Plans for Global Presence: While Mang Inasal has achieved substantial
growth within the Philippines, there have been ongoing discussions about
international expansion. However, as of now, Mang Inasal has not yet made a
significant foray into global markets like its sister brand, Jollibee.
Nevertheless, with the backing of Jollibee Foods Corporation, Mang Inasal
may eventually explore global expansion in the future.

Mang Inasal currently operates over 600 branches across the Philippines,
with a vast network of franchise outlets. This large presence allows the brand
to reach a wide range of customers, from urban dwellers to rural populations.
The franchise model continues to be a key factor in the brand’s growth
strategy, contributing to its widespread success.

11. Major Competitors

Mang Inasal operates within the Quick-Service Restaurant (QSR) industry in

the Philippines, a highly competitive market dominated by both local and
international brands. Its focus on affordable Filipino meals, particularly grilled
chicken (inasal), places it in direct competition with other fast-food chains
offering similar products or catering to the Filipino palate. Below are the
major competitors of Mang Inasal in the Philippine market:

1. Jollibee

Overview: Jollibee is the flagship brand of Jollibee Foods Corporation (JFC),

the parent company of Mang Inasal. While Jollibee focuses on a broader
menu, including burgers, chicken, and spaghetti, it competes indirectly with
Mang Inasal in the chicken segment.

Competitive Edge: Known for its iconic Chickenjoy, Jollibee has a strong
brand presence and extensive customer loyalty in the Philippines and
abroad. The company has the advantage of offering a diverse menu and a
strong marketing campaign.

2. Max’s Restaurant

Overview: Max’s is one of the leading Filipino casual dining chains known for
its fried chicken and other traditional Filipino dishes. The brand has a long-
established reputation for serving Filipino comfort food, with a strong
emphasis on family-friendly dining experiences.

Competitive Edge: Max’s offers a more sit-down dining experience compared

to Mang Inasal’s fast-food model, but it competes directly in terms of serving
chicken and other popular Filipino meals. Its brand has become synonymous
with Filipino cuisine, especially in celebrations and family gatherings.

3. Chowking

Overview: Chowking, another brand under Jollibee Foods Corporation (JFC),

competes with Mang Inasal in the Filipino fast-food market. Chowking offers
Chinese-Filipino fusion food, including dishes like halo-halo, chop suey, and
chicken lauriat.

Competitive Edge: Although Chowking’s menu is different from Mang

Inasal's, it competes in the fast-food and affordable meal segment. Chowking
also offers delivery services, making it a convenient choice for customers,
just like Mang Inasal.
4. Andok’s Litson Corporation

Overview: Andok’s is a well-known lechon manok (roast chicken) chain that

provides affordable meals through its quick-service outlets. Similar to Mang
Inasal, Andok’s specializes in grilled and roasted chicken, targeting budget-
conscious consumers.

Competitive Edge: Andok’s has built a strong reputation for its roast chicken
and value-for-money meals, positioning itself as a competitor to Mang Inasal
in the affordable chicken and rice segment. Its emphasis on Filipino comfort
food makes it a direct competitor.

5. KFC (Kentucky Fried Chicken)

Overview: KFC is an international fast-food chain offering fried chicken and

other sides. While its menu primarily focuses on fried chicken, it competes
with Mang Inasal for customers seeking affordable, high-quality chicken
meals.

Competitive Edge: As part of the Yum! Brands group, KFC benefits from
strong brand recognition and an international presence. KFC also offers
various fried chicken meals and has a significant market share in the fast-
food chicken segment.

Mang Inasal faces intense competition from both local and international
brands, with its primary competitors offering similar Filipino and chicken-
based fast food. Brands like Jollibee, Max's, and Chowking dominate the
market, while other local chains like Andok’s and KFC provide alternatives to
Mang Inasal's grilled chicken offerings. Mang Inasal’s competitive advantage
lies in its focus on Filipino-style grilled meals and the unli-rice (unlimited rice)
feature, which differentiates it from competitors.

References:

https://en.m.wikipedia.org/wiki/Mang_Inasal

https://www.manginasal.ph/about-us
https://en.m.wikipedia.org/wiki/Jollibee

https://www.manginasal.ph/franchising

https://pitchbook.com/profiles/company/158693-32?utm_

https://www.cliffsnotes.com/study-notes/22234534?utm_

https://psa.gov.ph/classification/psic/class/5610

https://jollibeegroup.com/news/jollibee-group-delivers-solid-finish-to-2023/