From a humble food stall to a nationwide favorite, Mang Inasal has changed the way Filipinos enjoy grilled food. Known as ‘The Philippines’ Grill Expert’, it has become a household name with its signature dish Chicken Inasal – perfectly marinated, expertly grilled and served with the legendary unlimited rice. More than just a meal, it’s a taste of home and the Unli-Saya (unlimited fun) experience of sharing great food with great company.
Founded in 2003, Mang Inasal has grown rapidly, especially after being acquired by Jollibee Foods Corporation in 2010. Today, with 570 locations nationwide, it is one of the fastest-growing fast food chains in the country.
Leading this growth is President Mike Castro, who took on the role in June 2022 after 18 years with Jollibee Foods Corporation, holding key leadership roles in operations, restaurant systems and commissary services for Jollibee, Red Ribbon and Greenwich.
“At Mang Inasal, our strength comes from our Ihaw-Sarap [deliciously grilled] dishes and the Unli-Saya moments we create. We don’t just serve food, we bring people together through flavors they love in a place that feels like home,” Castro tells The CEO Magazine.
Over the years, Mang Inasal has become the go-to place for delicious and satisfying meals. As well as Chicken Inasal, its menu features other bestsellers like Pork BBQ, Extra Creamy Halo-Halo and Palabok, delighting customers with bold flavors and generous servings. And to meet growing demand, the brand continues to expand its reach through delivery and drive-thru services.
This remarkable growth was recognized in 2024, when Brand Finance named Mang Inasal the strongest brand in the Philippines, awarding it a brand strength index score of 86.3 and a AAA rating.
The brand also achieved the Asia–Pacific’s fastest-growing brand title, with a 201 percent increase in brand value to US$374 million, climbing 136 spots to become the 146th most valuable brand in the region.
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This milestone underscores Mang Inasal’s dominance, driven by strong brand familiarity and an extensive store network.
“In 2022, we set a big goal: to serve the world’s best grilled chicken. But first, we need to be the local hero of grilled food in the Philippines. By 2030, we aim to have 1,000 stores across the country,” Castro says.
“Since opening our first two drive-thru stores, we’ve seen customers lining up – not just in cars, but also in tricycles – just to get a taste of Mang Inasal. We will continue to grow, opening more locations and making our food even more accessible.”
Innovation-driven growth
To support its rapid expansion, Mang Inasal continues to innovate in both services and processes.
“Before the pandemic, each store served around 300–400 chicken pieces per day. Now, we’re serving 700–800 daily. Without improvements, we wouldn’t be able to handle this volume,” Castro explains.
Through continuous innovation, Mang Inasal is not just keeping up with trends – it is driving the ‘grill revolution’. From refining its grilling techniques to enhancing customer experiences both in-store and online, the brand is redefining the way people enjoy perfectly grilled flavors.
The brand has introduced advanced technology to monitor its cooking systems.
“We still use charcoal grills, but we’ve studied the perfect distance between the charcoal and the chicken to ensure the best flavor. We also use equipment that keeps food hot and fresh until it’s served,” he adds.
Another major change is Mang Inasal’s increased presence on social media.
“Forty percent of our customers are Gen Z. They interact with brands differently, so we need to reach them in new ways,” Castro says. “When they dine with us, they’re on their phones – so we must be online, talking with them, listening and responding. That’s the future.”
A key part of this is the Mang Inasal Nation, a community of loyal customers.
“When we engage with them, they show up at our stores to enjoy everything we have to offer,” he reveals. “Listening to our customers has taught us so much over the years.”
Powerful partnerships
Mang Inasal’s success is built on strong relationships with franchisees and suppliers. Today, 98 percent of its stores are owned by franchisees, making collaboration essential.
“We can only create great customer experiences if our franchisees and employees are happy, too,” Castro points out. “That’s why we focus on innovations that help them serve at high volumes. In 2023, we heavily invested in training and in 2024, our business grew by 20 percent.”
Long-term partnerships with suppliers are equally important.
“We work with multiple suppliers nationwide, and these relationships are built on trust. We share responsibilities, risks and rewards,” he explains.
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Mang Inasal is also committed to sustainability through the Jollibee Group’s Joy for Tomorrow initiative, which focuses on food, people and the planet. This includes sourcing ingredients from local farmers and running zero-waste commissaries, as recognized by the Department of Environment and Natural Resources.
“We also prioritize hiring locally. Eighty percent of our workforce comes from the communities where we operate. This helps create jobs and allows us to give back,” Castro says.
Castro also emphasizes the importance of adaptability.
“Plans are important, but the market is always changing. When challenges arise, we don’t give up. Instead, we adjust while staying true to our vision,” he explains.
As Mang Inasal works toward its goal of serving the world’s best grilled chicken, one thing is certain – it remains at the forefront of the grill revolution, evolving with its customers while staying true to its bold, signature flavors.
With a strong vision and commitment to excellence, the company isn’t just expanding its footprint; it is strengthening its place in the hearts of people, one grilled meal at a time.
