Mang Inasal Pricing Strategies

Mang Inasal (Hiligaynon for Mr. Barbecue) is a barbecue fast food restaurant chain in the Philippines established in Iloilo City in 2003. It is one of the fastest growing food companies in country specializing in grilled chicken.

The company was started by Edgar Sia II, a young enterprising architect who owned his first business at the age of twenty. He engaged in the food business at twenty six years of age, opening the first Mang Inasal branch in December 2003 at the Robinson's Mall Carpark in Iloilo City. The restaurant was an instant success despite stiff competition from other more established grilled food restaurants. The branches were first opened in the Visayan region, then to neigh boring Mindanao to its south, before spreading to Metro Manila. The company started franchising in 2005. By 2008, Mang Inasal had 23 restaurants opened, with ten being franchised.

In October 2010, 70% of Mang Inasal was acquired by Jollibee Foods Corporation, the largest food chain company in the country, for P3 billion ($68.8 million).As of March 2014, the chain has grown to about 460 stores.

Mang Inasal Philippines operates quick service. It specializes in chicken inasal an various pinoy products. The company’s menu include pinoy palamigs, pinoy and keso burger, beef singangs, and bangus sinigangs. And they also serve pork barbeque and other Filipino favorites. Apart from the usual food presentations of multinational food company copycats, Mang Inasal endeavors to adhere to elements that bear a distinctively Pinoy stamp-grilling with charcoal, rice wrapped in banana leaves, a marinade concocted out of local spices and herbs, bamboo sticks for skewers, and the ambiance that encourages kinamot (the ilonggo term in eating with the hands) whenever chicken inasal is served. All these evoke a rush of nostalgia for tradition, culture, and most of all, Home. Mang Inasal is proud to do its share in alleviating the unemployment burden of the country. It is effectively stimulating...