Mang Inasal grilling up for aggressive expansion

MANILA, Philippines — Mang Inasal, Jollibee Group’s casual dining brand, is cooking up an aggressive expansion plan that will see its store network in the country nearly double by the end of the decade.

Mang Inasal president Mike Castro told The STAR that the company is working toward having 1,000 stores nationwide by 2030.

“It’s an ambitious goal, but one we’re confident we can achieve. It’s driven by our desire to make Mang Inasal a cornerstone of Filipino dining culture, accessible to more communities and even to travelers looking for a true taste of local flavors,” he said.

Castro said the company is poised to end 2024 with 580 stores nationwide.

For next year, he said the Filipino chicken barbeque chain is looking at adding about 50 more stores to its network.

Castro said the company is committed to bringing the Mang Inasal experience closer to even more communities across the country, whether in smaller cities or growing towns.

“This is an exciting time for us as we continue to expand and reach even more areas, making Mang Inasal more accessible to families all over the country,” he said.

According to Castro, franchising will remain a key driver of the company’s growth in the coming years.

As the brand continues to establish a strong presence in the Philippines, Castro said global expansion is likewise on Mang Inasal’s radar.

He said that store expansion abroad is currently in the exploratory stage.

“We’re confident that our unique dining experience has the potential to connect with audiences beyond the Philippines. However, we’re approaching this thoughtfully, ensuring that every step is carefully planned to uphold the quality and authenticity of our brand“ Castro said.

“Rest assured, when the time comes, we’ll be ready to bring Mang Inasal to the global stage,” he said.

In terms of the company going public, however, Castro said the company is not considering an initial public offering at present.

He said Mang Inasal’s priority is growing the brand and ensuring that it continues to provide high quality food and exceptional customer experiences across all stores.

“We also have sustainability projects in the pipeline to ensure that while we grow, we’re contributing to our communities in meaningful ways. It’s about growth that uplifts everyone,” Castro said.

Mang Inasal is currently piloting projects to improve energy efficiency across its operations, helping lower costs and reduce environmental impact.

“At the same time, we’re innovating in our food preparation systems to create a safer and more efficient work environment while ensuring the highest food quality for our customers,” Castro said.

Mang Inasal was recognized as ASEAN’s fastest-growing brand across categories by Brand Finance for 2024.

It became the second most valuable restaurant brand in the region, following its sister brand Jollibee.

Mang Inasal’s brand value soared by 201 percent to $374 million, ranking as the 146th most valuable brand in the region.