By Beatriz Marie D. Cruz, Reporter
MANG INASAL Philippines, Inc., known for its grilled chicken inasal, is strengthening its “phygital” strategy — mixing physical store presence with digital engagement — because it responds to intensifying competition within the quick-service restaurant (QSR) sector.
“Competition isn’t any longer about scale; it’s about speed and hyper-relevance,” Jose Maria Martin P. Aldecoa, head of selling and business channels at Mang Inasal, told BusinessWorld in a video interview.
The fastfood chain has gained prominence online through memes, or humorous posts referencing its unlimited rice and chicken oil offerings.
Mr. Aldecoa said the corporate goals to sustain its digital presence by drawing insights directly from customers and translating them into promoting campaigns.
“Our teams are encouraged to go to the stores, check with consumers and understand what really makes us hook up with them as Mang Inasal,” he said.
Mr. Aldecoa said these insights are was creator-led storytelling and communications in the corporate’s campaigns. The insights also encourage recent offers and products aligned with consumer preferences.
“We don’t just want digital presence or visibility. We would like these to show into real conversations, relatable stories and experiences across platforms that translate to transactions,” he said.
One example is the Mang Inasal Creators’ Circle (MICC), a gaggle of nano-influencers who share their dining experiences on the fastfood chain.
“This permits us to maneuver from just one-off moments to sustained storytelling that’s aligned with what we also wish to say and the way people also see the brand,” Mr. Aldecoa said.
He added that leveraging on-the-ground storytelling helps Mang Inasal create content that’s authentic, emotionally engaging, and reflective of shoppers’ dining experiences.
“Briefly, we’re evolving from simply being talked about to intentionally shaping the conversation,” Mr. Aldecoa added.
The MICC initiative has received several recognitions, including a Gold award within the Influencer Marketing Campaign of the 12 months category on the 21st International Business Awards in 2024. It was also named a Black Dragon winner on the 2023 Dragons of Asia awards.
Mang Inasal can also be expanding its drive-thru network and takeout windows to make ordering more convenient, particularly during peak lunchtime hours.
Tycoon Edgar “Injap” J. Sia II established Mang Inasal’s first store in Iloilo in 2003. Since then, the province’s grilled chicken specialty has develop into widely related to the country’s fastfood dining scene.
Mang Inasal now operates greater than 570 branches nationwide.
Nevertheless, the digital landscape continues to influence consumer habits and intensify competition within the QSR industry.
“The QSR industry could be very competitive, and it’s very easy for consumers to lapse or choose from brands,” Mr. Aldecoa said. “So, there’s at all times a chance to proceed driving deeper love for our brand amongst our core market.”
At present, Mang Inasal’s core market consists largely of working professionals typically of their late 20s to early 30s.
Recent campaigns have also targeted Generation Z through the creators’ circle.
“We would like to draw students while they’re young since it also translates to brand loyalty down the road,” he said.
Mr. Aldecoa said the corporate has introduced earlier opening hours and expanded its breakfast offerings to draw student customers.
Mang Inasal has also launched initiatives that invite students to assist address certain marketing challenges faced by the corporate.
Mang Inasal is among the many QSR brands under Jollibee Foods Corp., one in all the most important Asian food service firms.
Mr. Aldecoa has worked inside the Jollibee group for about 15 years. He previously served as assistant vice-president for marketing at Jollibee Philippines and assistant vice-president and head of selling at Red Ribbon Bakeshop, Inc.
He was appointed Mang Inasal’s head of selling and business channels in October last yr.
Mr. Aldecoa said his interest in marketing began while he was a student at Ateneo de Manila University, where he attended several profession talks.
“I actually got interested because marketing felt like a mix of the analytical, the numbers side, plus the creative side,” he said.
Working in marketing aligns together with his interest in tackling challenges and solving problems, he added.
“I believe the QSR field is something during which competitive people can thrive or enjoy.”