Mang Inasal started in 2003 with a small space in Iloilo and has since grown to over 300 branches through franchising. It fills an unmet need for fast and affordable grilled chicken. Its unique selling proposition is fast food style chicken barbecue with unlimited rice. Mang Inasal achieves cost leadership through affordable prices, fast food format, and franchising. It offers authentic Filipino fare like chicken inasal using traditional marinades and unlimited rice. Through maximum marketing and celebrity endorsements, Mang Inasal has become very successful and was majority acquired by Jollibee in 2010.

1. How Mang Inasal
Changed the Game
Group 1: Team Mang Inasal
V54 Markma
De Ungria
June 2011

2. The Company
• 2003, 250 sqm space in
Robinsons Place Iloilo parking building
• Edgar “Injap” Sia II
• 2005, offered franchising
• October 2010, 303 branches,
24 are company owned
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3. Fast Food Chicken Barbeque!
Already existing fast food of pizza, burgers, fried
chicken, and different cuisines – none for grilled
chicken!
NWD of authentic and hearty Filipino food, in
affordable fast food style has not been met until
Mang Inasal.
Unique Selling Proposition: Fast food chicken bbq,
authentic Filipino taste, sulit with unlimited rice!
manginasalv54.blogspot.com

4. Mang Inasal Winning Strategy:
Cost Leadership
PRODUCT
• Filipino fare (bbq inasal and unlimited rice)+
• Affordable Prices
FORMAT/STRUCTURE
• Fast Food, Quick Serve
• Franchising
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5. Real Pinoy
• Inasal
– Based on bbq
– Vinegar and ginger marinade
– Achuete oil
– Chicken innards
• Kinamot
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6. Product Description
Sweet and Spicy
About A Quarter Size Chicken,
Bamboo Sticks for Skewers,
Plate lined with a Banana Leaf,
Stamp-Grilled with Charcoal (Pinoy BBQ),
Unlimited Rice wrapped in a Banana Leaf
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7. Real Pinoy

8. Sulit Style
• Unlimited Rice
• Soup
• Paborito Meals
• Other Filipino Fare

9. Vs. Direct Competitors

10. Vs. Indirect Competitors

11. Filipino Format
• Fast-food, quick-serve
• Franchising
• Jollibee Family
- bought 70% of MIPI
- 345/1921 =
17.95% of JFC are MI Stores
• Maximum Marketing
• Celebrity Endorsement
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12. Marketing to the Max

13. The Winning Strategy
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