Mang Inasal: where ‘solb’ eaters feast
Mang Inasal turns 15 this
December. Since it opened its first
store in Iloilo in 2003, this quick service restaurant has grown from a local
must-visit store to the favorite hangout of ‘solb’ eaters throughout the
country.
‘Solb’ eaters are those who
go for delicious, satisfying Chicken Inasal, without qualms of eating it with
their bare hands and usually with unli rice, doused with their favorite mix of
chicken oil, soy sauce, vinegar, calamansi and chili.
“Seeing solb eaters feast
in a Mang Inasal store is such a heartwarming sight!” said Mang Inasal Strategic
Business Unit Head Jojo P. Subido. “It validates all the hard work we have put
into running a restaurant whose menu carries superior tasting food and whose
crew go the extra mile in delighting the customers.”
Proud of its evolution
Looking back at how the
business has evolved, Mang Inasal takes pride in becoming the leading grilled
chicken based on occasion and value shares in Metro Manila’s branded eat out category,
a claim supported by a recent Kantar study.
“We are, indeed, very happy
to note that Mang Inasal was able to reach this position,” Subido said. “We
could not have done it without the support of all our valuable stakeholders –
from franchisees and employees to our suppliers and customers.
“We cannot thank you enough
for all your support through the years. With our continued partnership, we look
forward to more milestones to achieve, both here and abroad,” Subido said.
Among the businesses under the
Jollibee Foods Corporation, Mang Inasal is one of those who have grown significantly.
Team spirit and customer
focus
“Teamwork drove such
growth, the same spirit that enabled the Company to overcome the usual challenges
confronting startups,” Subido shared.
“We painstakingly
established a customer-centric mindset across our organization that prompted
everyone to strictly comply with standards of food quality, workplace safety,
and responsive service,” Subido said.
By setting in place an
organization that provided strong manufacturing, restaurant services, and
research and development support, Mang Inasal was likewise able to continually
develop the consistent superior quality and taste of its flagship products --
Chicken Inasal and Pinoy Halo-Halo -- and elevate the customers' experience
with the Brand.
Sustained business partnership
Mang Inasal also helped
strengthen the capabilities of its partner Franchisees – who comprise 95
percent of the Company’s network of stores which this year, crossed the 500
mark. Apart from close coordination and monitoring, Mang Inasal saw to it that
the Franchisees enjoy effective marketing, quality management and operational
support.
In 2015 and 2017, respectively,
Mang Inasal was recognized as the Outstanding Filipino Franchise in the Food
Large Scale Category by the Department of Trade and Industry and the Philippine
Franchise Association. Such feat earned for Mang Inasal a Hall of Fame
distinction from the same award-giving organizations.
Perhaps the most tangible accomplishment
of Mang Inasal is the improvement of its Brand image.
While it retained the same
logo throughout the last 15 years to facilitate Brand recognition and recall, Mang
Inasal did not leave any stone unturned in establishing solid positioning for its
flagship and core products.
The irresistible claims of
the “2-in-1 sa Laki, Nuot sa Ihaw Sarap”
Chicken Inasal, the “So Creamy, So Sarap”
Pinoy Halo-Halo, and the “Sizzling, Meaty Sarap”
Pork Sisig further enticed the market not only to try these products, but to
keep on coming back for more.
Strong brand image
Another factor, of course,
has been the ‘unlimited rice’ offering that the customers have come to
associate with dining at Mang Inasal.
Supported by deliberate,
sustained, and integrated on-ground activations that engaged customers all
throughout the archipelago, as well as the online promotions that captured the
attention of Millennials and Generation Z netizens, Mang Inasal has become a
leading player in the branded eat out category.
“We are happy to note that Mang
Inasal is slowly getting to where it aspires to be: a strong national icon,”
Subido said. “We still have so much to do but the formidable team spirit we
share with our various stakeholders will see us through as we intend to stay in
the market for the long haul!”
Mang Inasal intends to further
expand its network and hit 1000 stores within the next five years, while
maintaining a predominantly franchised mix. Also afoot are plans to enter the
international market.
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