Mang Inasal, the renowned chicken barbecue chain under the Jollibee Group, is intensifying its focus on strategic partnerships to expand its visibility and drive further growth in the highly competitive quick-service restaurant (QSR) industry. With its brand value increasing dramatically in recent years, Mang Inasal aims to solidify its position as the leader in the grilled food category in the Philippines over the next five years.
Mike Castro, Mang Inasal’s president, has outlined the company’s strategy, emphasising collaboration with other major players and institutions to further accelerate growth. In an exclusive email interview, Castro highlighted that Mang Inasal’s focus on expanding partnerships with the Department of Tourism and various educational institutions is part of a larger effort to increase brand recognition and attract a younger audience.
Strategic Partnerships to Propel Mang Inasal’s Growth
As the competition among QSRs heats up, Mang Inasal’s unique approach to strategic partnerships positions it for success. The brand’s goal is clear: to dominate the grilled food market while also enhancing customer loyalty.
Expanding Reach Through Collaboration with the Department of Tourism
One of the company’s most notable initiatives has been its partnership with the Department of Tourism (DOT). This collaboration allows Mang Inasal to offer promos such as free desserts to tourists traveling to various destinations across the Philippines. This strategic move aligns with the company’s broader mission to not only grow locally but also boost its appeal to international visitors.
The success of this partnership is a testament to the power of cross-industry alliances. By leveraging the tourism sector and connecting with visitors who may have never heard of Mang Inasal before, the company can dramatically increase its reach and solidify its position as a household name.
Tapping into the Youth Market Through University and School Partnerships
Another key focus for Mang Inasal is connecting with the younger generation. The company plans to expand its outreach to university students and school communities, cultivating loyalty among these important future consumers. Through promotions and events targeted at educational institutions, Mang Inasal hopes to build long-lasting relationships with students and young professionals, who represent a significant portion of the QSR market.
By tapping into this younger demographic, Mang Inasal can tap into the trend of value-for-money offerings that appeal to students who seek affordable yet high-quality meals. This strategy is designed to create lasting brand loyalty and increase sales in the long term.
Impressive Growth and Market Positioning
Despite stiff competition, Mang Inasal continues to thrive. The company currently holds the third position in the branded eat-out category, a remarkable achievement considering the fierce competition in the Filipino foodservice sector. Castro’s statement that the brand is “excited and challenged” by its current position reflects its ongoing commitment to excellence.
In just a few years, Mang Inasal has tripled its brand value to $374 million, making it the fastest-growing brand in Southeast Asia, according to Asean 500. This significant growth has caught the attention of global brand valuation firms like Brand Finance, which recognised Mang Inasal as the strongest brand in the Philippines earlier this year.
Expanding the Store Network to Double Its Size
As part of its rapid growth strategy, Mang Inasal is committed to expanding its footprint across the country. With over 500 stores nationwide, the brand is aiming to double this number to 1,000 within the next five years. This expansion is a clear indicator of the brand’s ambition to dominate the grilled food market in the Philippines and create a nationwide presence that extends beyond major urban centres.
With the backing of Jollibee Foods Corp., which acquired Mang Inasal in 2010, the brand’s growth trajectory shows no signs of slowing down. Castro credits the company’s success to its ability to understand and adapt to customer needs, which has allowed it to remain relevant in a market with ever-changing preferences.
Why Customer Loyalty is the Secret to Mang Inasal’s Success
Customer loyalty plays a pivotal role in Mang Inasal’s growth story. The brand has built a dedicated following thanks to its delicious offerings like roast chicken meals, unli rice, and halo-halo. By continually improving its menu and ensuring that it meets the needs of its customers, Mang Inasal has cultivated a loyal customer base that keeps returning for more.
In addition to its tasty offerings, Mang Inasal’s dedication to customer service and its commitment to providing value for money are key components of its success. The company understands that consumers today are more conscious of the value they are getting for their money, and Mang Inasal has risen to the challenge by providing affordable yet high-quality meals that appeal to a wide range of customers.
Mang Inasal’s Future Vision
The next five years are critical for Mang Inasal as it seeks to continue growing and positioning itself as the top grilled food chain in the Philippines. By focusing on strategic partnerships and maintaining a commitment to customer satisfaction, the brand is well-positioned for long-term success.
Here’s a snapshot of the key strategies that will shape Mang Inasal’s future:
- Expanding Partnerships: Continuing to collaborate with key sectors like tourism and education to enhance brand visibility.
- Store Expansion: Doubling its store network to reach 1,000 outlets across the Philippines.
- Menu Innovation: Developing new and exciting menu items that reflect changing consumer preferences and trends.
- Customer Engagement: Increasing efforts to connect with younger audiences through targeted promotions and events.
- Maintaining Value: Focusing on its core philosophy of offering great value for money while maintaining high food quality.
Conclusion: Mang Inasal’s Promising Future in the Philippines
Mang Inasal’s story is one of growth, innovation, and resilience. With strategic partnerships, a strong brand presence, and a commitment to its loyal customers, the brand is well on its way to becoming the undisputed leader in the grilled food category in the Philippines.
As the company continues to evolve and expand, it’s clear that Mang Inasal’s future is bright, and its strategy for the next five years will be critical in securing its place as a household name in the Filipino dining scene.
Photo credit: Daily Tribune
