Mang Inasal sees sustained momentum

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December 10, 2025 | 12:00am

MANILA, Philippines — Mang Inasal, a casual dining brand under the Jollibee Group, expects to continue its growth momentum next year, with more stores slated for upgrades and a broader product portfolio in the works.

Mang Inasal, known for its signature grilled offerings, currently operates more than 570 stores nationwide.

“Mang Inasal aims to further cement its leadership as the Philippines’ grill expert. Expect a broader product portfolio, stronger cultural presence and a more enriched guest experience, all while keeping the brand rooted in the qualities that made it a household favorite,” Mang Inasal head of marketing and business channels Mari Aldecoa told The STAR.

Aldecoa said that more stores would also transition to the 5G (fifth generation) design for a fresher and more contemporary look.

The 5G store design is a future-ready concept that embodies innovative technology, streamlined service, and digital convenience, featuring an efficient kitchen layout, upgraded takeout and cashless express kiosks.

Aldecoa said that Mang Inasal would also continue strengthening its grilled categories and expand seasonality-driven campaigns.

“Expect continued improvements in omnichannel experience and more culturally anchored storytelling that celebrates Filipino food,” Aldecoa said.

“As the brand continues expanding toward 2026, marketing and trade programs aim to build early demand, introduce the brand in new areas with strong visibility and strengthen community connections that help new stores thrive,” he said.

For 2025, Aldecoa said that Mang Inasal had a solid year, strengthened by campaigns that elevated both brand love and everyday relevance.

“The focus was simple: tell clearer stories about what Filipinos already love from the brand,” he said.

Aldecoa said that Mang Inasal’s roadmap aligns with the Jollibee Group’s mission of “serving great-tasting food that brings the joy of eating to everyone.”

“The brand supports this by celebrating our culture, elevating product innovation, and using the group’s strengths in insights, digital transformation and customer experience to expand taste occasions,” he said.