A CASE STUDY:

Submitted to:
PROF. Star Alejo

Submitted by:
Lim, Joena A.
BSBA-HRDM 4B
 “MANG INASAL”

Fast Food industry is known as “a quick serve restaurant” flourishing business not only in
the Philippines but also in other countries. It has been observed that this business grows as time
goes by and we witness the popularity of fast food is spreading rapidly among many people due to
the following three main reasons: good taste, convenient time, and price.
The epitome of success could never be achieved if one did not set a foot at the bottom of the
staircase. Did you know that Mang Inasal, one of the most preferred dining places of the Filipinos
today, can prove this?
Before enterprising his business to Luzon, specifically in Manila, Mang Inasal opened its second
outlet in Roxas City, Sia’s hometown. With this, his business bloomed in the provinces to 26
branches; a proof that his Inasal has really caught the Filipino taste buds. In 2006, he finally
opened his outlet in Manila, a venture that he referred to as the “make-or-break” city.
It was during this year when the city was in the middle of rice shortage (and as we all know, rice
is a primary food for the Filipinos). This was where he opened the “Unli Rice” promo, which
was only supposed to run for two months. Seeing that it has attracted more customers, the promo
became permanent and is now being simulated by other fast food chains.
Where is Mang Inasal today?
Right now, Mang Inasal runs in 433 outlets across the country, and is now the second largest fast
food chain next to Jollibee and ahead of McDonalds, with Manila having above 100 Mang Inasal
branches.

Mang Inasal (Hiligaynon for Mr. Barbeque) is a barbecue fast food restaurant chain in the
Philippines established in Iloilo City in 2003. It is one of the fastest growing food companies in
country specializing in grilled chicken. The company was started by Edgar Sia II, a young
enterprising architect who owned his first business at the age of twenty. He engaged in the food
business at twenty-six years of age, opening the first Mang Inasal branch in December 2003 at the
Robinson’s Mall Carpark in Iloilo City. The restaurant was an instant success despite stiff
competition from other more established grilled food restaurants. The branches were first opened
in the Visayan region, then to neighboring Mindanao to its South, before spreading to Metro
Manila. The company started franchising in 2005. In October 2010, 70% of Mang Inasal was
acquired by Jollibee Food Corporation, the largest food chain company in the country. For ₱3
billion ($68.8 million). As such of March 2014, the chain has grown to about 460 stores.
How can Mang Inasal sustain its success despite that stiff competition?
 SWOT ANALYSIS

STRENGTHS WEAKNESSES
 Advertisement/Endorsements  Slow service
 Large Target market  Filipino culture
 Market leader in the Barbecue Fast  Unhealthy food
Food Chain  Commissary struggles
 Accessibility  Customer Complain
 Efficient Commissary system  Lack research for other countries
 Locally adapted food means (Filipino  Cleanliness
cuisine)  Gloomy ambiance
 Customer Satisfaction o Limited space/Crowded
 Good business concept o Limited Menu
 Quality of food o Product availability
 Affordable price o Uncontrolled customer traffic
 Promotions (Unlimited rice): Free soup (Congested and crowded)
and complete condiments  Lack of product innovation
 Delivery Service  Inconsistent in Service
 Eco friendly packaging materials

OPPORTUNITIES
 New Brand Acquisition
 Delivery
 Expansion
 Franchise
 Technological Advances/Development
 International Expansion
 Large target market
 Local culture and tradition
THREATS
 Trend towards health eating
 Similar business concept and service
 Competition
 Economic Slowdown
 External changes (government, politics,
taxes, etc.)
 Changing customer tastes
 Global financial Crisis
o Sanitary Standards