WINNING | Mang Inasal expands footprint with value meals

Insider Spotlight

• Mang Inasal is using value-driven meals and store expansion to strengthen its hold in the Philippine quick service restaurant market
• The chain says customer loyalty remains strong as Filipinos continue to prioritize affordable dining options
• Mang Inasal recently earned the 2025 Top Brand in the Philippines recognition under the QSR Grilled Category from Influential Brands®
  
  
  

Mang Inasal is doubling down on nationwide expansion and value-focused offerings as competition intensifies in the Philippine quick service restaurant industry, where brands are racing to capture budget-conscious consumers seeking affordable dining experiences.

The strategy comes as the Jollibee Foods Corp.-owned chain was named the 2025 Top Brand in the Philippines under the QSR Grilled Category by Influential Brands®, a recognition that highlights the brand’s growing influence among Filipino consumers.

“We are truly honored for Mang Inasal to be recognized as the 2025 Top Brand for the QSR Grilled category,” Mike V. Castro, president of Mang Inasal, said in a press statement.

“This recognition reflects the continued trust and love of our customers who have made Mang Inasal part of their everyday celebrations—from simple meals to meaningful moments shared with family and friends,” Castro added.

Why it matters

The grilled chicken chain has built a loyal customer base around its “Ihaw-Sarap” flavors and unlimited rice offerings, helping it stand out in a crowded fast-food landscape increasingly shaped by price sensitivity and convenience-led consumption.

Industry observers note that value-oriented restaurant concepts continue to outperform premium dining segments as inflation pressures reshape household spending patterns across Southeast Asia.

Castro said the recognition also reflects the efforts of employees across the company’s nationwide network.

“This award represents the passion and commitment of our team who work hard every day—despite evolving business challenges—to deliver the Ihaw-Sarap flavors and Unli-Saya dining experience that Filipinos have come to know and love,” he added.

By the numbers

Influential Brands® has recognized more than 500 companies across Asia, including brands from Singapore, Malaysia, Thailand, Indonesia, China, and the Philippines.

The annual recognition honors companies that demonstrate strong customer engagement, innovation, and sustained brand equity across multiple sectors.

What’s next

Mang Inasal said it plans to continue expanding its reach while investing in new offerings tailored to Filipino consumers, reinforcing its position as one of the country’s leading grilled quick service restaurant brands. —Vanessa Hidalgo | Ed: Corrie S. Narisma