1. How Mang Inasal
Changed the Game
Group 1: Team Mang Inasal
V54 Markma
De Ungria
June 2011

2. The Company
• 2003, 250 sqm space in
Robinsons Place Iloilo parking building
• Edgar “Injap” Sia II
• 2005, offered franchising
• October 2010, 303 branches,
24 are company owned
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3. Fast Food Chicken Barbeque!
Already existing fast food of pizza, burgers, fried
chicken, and different cuisines – none for grilled
chicken!
NWD of authentic and hearty Filipino food, in
affordable fast food style has not been met until
Mang Inasal.
Unique Selling Proposition: Fast food chicken bbq,
authentic Filipino taste, sulit with unlimited rice!
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4. Mang Inasal Winning Strategy:
Cost Leadership
PRODUCT
• Filipino fare (bbq inasal and unlimited rice)+
• Affordable Prices
FORMAT/STRUCTURE
• Fast Food, Quick Serve
• Franchising
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5. Real Pinoy
• Inasal
– Based on bbq
– Vinegar and ginger marinade
– Achuete oil
– Chicken innards
• Kinamot
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6. Product Description
Sweet and Spicy
About A Quarter Size Chicken,
Bamboo Sticks for Skewers,
Plate lined with a Banana Leaf,
Stamp-Grilled with Charcoal (Pinoy BBQ),
Unlimited Rice wrapped in a Banana Leaf
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7. Real Pinoy

8. Sulit Style
• Unlimited Rice
• Soup
• Paborito Meals
• Other Filipino Fare

9. Vs. Direct Competitors

10. Vs. Indirect Competitors

11. Filipino Format
• Fast-food, quick-serve
• Franchising
• Jollibee Family
- bought 70% of MIPI
- 345/1921 =
17.95% of JFC are MI Stores
• Maximum Marketing
• Celebrity Endorsement
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12. Marketing to the Max

13. The Winning Strategy
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