Mari Aldecoa charts bold new growth path for Mang Inasal

Insider Spotlight

• Mari Aldecoa leads Mang Inasal into a new era of strategic expansion
• His vision centers on uncovering untapped opportunities and new customer occasions
• Leadership anchored on excellence, collaboration, and bold innovation
  
  

Mang Inasal’s next chapter is being written by its new head of marketing and business channels, Mari Aldecoa, whose mandate is clear: expand the brand’s reach by uncovering untapped opportunities while strengthening its cultural and culinary roots.

Aldecoa steps into the role with over 15 years of experience revitalizing powerhouse brands—a background that positions him to sharpen Mang Inasal’s relevance in an increasingly competitive quick service restaurant (QSR) landscape. But for him, the assignment is deeply personal. 

“What excites me most about leading Marketing and Business Channels for Mang Inasal is the opportunity to build on an already powerful brand, one that is deeply loved and performing at its strongest,” he said in a press release on Nov. 14, 2025. “My role is to take that momentum and elevate it even further,” he added.

Why it matters

Aldecoa inherits a brand recognized as the strongest QSR in the Philippines and seventh strongest brand nationwide—a springboard for more ambitious growth. He sees this momentum not as a capstone but as the foundation for a bolder future.

A leadership style built for expansion

Aldecoa’s approach blends discipline with heart. He leads with:

• Excellence, enforcing high standards and decisive execution
• Collaboration, empowering teams to innovate boldly
• Empathy, ensuring progress is paired with care for people
• Courage, pushing the brand to explore new frontiers

These values now anchor Mang Inasal’s strategies as it widens its impact.

Aldecoa’s growth playbook

Since joining the company, Aldecoa has zeroed in on new pathways to expand the brand’s reach:

• New marketing channels designed to deepen everyday engagement
• New consumption occasions where Mang Inasal can become the preferred choice
• New customer touchpoints that bring its grilled classics to more communities

“I am genuinely excited to work alongside the team that has brought Mang Inasal to where it is today,” he adds. “Together, we can strengthen the core while exploring new occasions where the brand can continue to excel and remain accessible.”

The bottom line

Mari Aldecoa isn’t simply managing a leading QSR brand—he’s actively reshaping its future. By discovering new opportunities, sharpening the brand’s identity, and expanding its reach, he is positioning Mang Inasal to connect with more Filipinos while staying true to what makes it iconic. —Vanessa Hidalgo | Ed: Corrie S. Narisma