Introduction to Mang Inasal

A. Company Profile
Edgar Sia II, then 20 years old, took the entrepreneurial path when he founded
Mang Inasal and began its operations in Iloilo City, Philippines on December 12,
2003. The restaurant initially offered chicken inasal to its clientele which was well-
received by the Ilonggo people. As time went on, it offered more Filipino-inspired cuisine
to the mass market. As such, the driving force behind Mang Inasal’s exponential growth
lies in its uniquely Filipino food offerings, its value for money and its serving of unlimited
rice for customers. All these factors add up to create Mang Inasal’s distinct brand
identity, which has led to its becoming one of the country’s fastest growing fast food
chains. Fast forward to seven years later, the company currently has 223 branches
around the country, with its management aiming to expand to 500 branches by the year
2012, with a hundred new stores opening annually.
The company offers Paborito Meals and Sulit Meals to its customers, as well as
Palamig Selections, Merienda Meals and other well-loved Filipino viands. The Paborito
Meals are categorically more expensive compared to the Sulit Meals, whose lowest
offering is at an affordable 49 pesos. However, their serving portions are bigger
compared to the Sulit Meals. Mang Inasal also offers traditional Filipino dishes such as
the Beef and Bangus Sinigang, Bangus and Pork Sisig, and Dinuguan, Halo-Halo,
among many others.
Mang Inasal promotes sustainable community living by providing employment
opportunities and by sourcing out local materials in its business operations (example,
banana leaves, chicken oil, bamboo sticks). In that matter, the company takes an active
stance in developing livelihood programs for the betterment of the community it serves.
The company helps preserve the Filipino tradition kinamot, which in Ilonggo means to
eat with one’s hands. As such, Mang Inasal restaurant chains around the country have
a designated washing area where customers can wash their hands prior to dining to
maintain sanitary eating standards.
During the recent economic crisis, Mang Inasal managed to sail through the
distress unharmed. Sia mentioned that the affordability of the company’s offerings
proved to be a competitive advantage to the budget-conscious Filipino - thus,
strengthening its foothold in the fastfood consumer market, enabling the company to
grow in times of economic turmoil.

Well, the Mang Inasal Menu offers unlimited rice and soup and that’s the best
deal a Pinoy can ever want. Eating big servings of chicken and pork is gratifying with
cups and cups of rice. The chicken oil is use to be mixed with rice instead of gravy. It
encourage eating with hands instead of using spoon and fork. It makes different from
other fast food chains because it offers grilled chicken, not fried. For the reason that
company has a lot of meals that offers to the customer, and more people are availing
their products then it must happen sometimes some of their crew can’t assess all
customers which is the reason for the delay of orders.
 In October 2010, 70% of Mang Inasal was acquired by Jollibee Foods
Corporation, the largest food chain company in the country, for P3 billion ($68.8 million).
As of March 2014, the chain has grown to about 460 stores.

B. Value Chain Analysis

The rapid expansion of Mang Inasal stores throughout the country proves to
be a competitive advantage to the brand. This may be attributed to Mang Inasal's
efficiencies in its value chain, which will be discussed below:

Franchising and Store Operations

Mang Inasal is a fastfood brand open for franchising opportunities. Currently,
the brand is open for franchising at a cost of 7 million pesos, with franchise terms
renewable every seven years. The company provides operational guidance for new
franchisees, including training for their time-tested operations system, staff support, and
other marketing initiatives. Before approving any franchise deal, the company looks at
the site where the store will be built and they would assess whether or not the location
is ideal and profitable. Mang Inasal hires project inspectors, who are mostly
architectures and civil engineers, to oversee the construction of a branch. They ensure
that the company is able to locate its stores in high traffic areas, such as malls or near
schools.
Most Mang Inasal stores are open from 10:00 am to 10:00 pm, and each branch
has at least 40 employees. These individuals take or prepare the customer's orders,
maintain the cleanliness of the facilities, or perform other routinary work, supervised by
the store manager. Each of the company's employees received rigorous training before
they are considered part of the permanent staff of a branch. As well, Mang Inasal has
management trainees whom they hope to become branch supervisors. All this adds up
to ensure that each customer experiences fast and quality service from the
store.

Marketing
Part of the company's marketing strategy involves advertising through print,
billboards, radio and television ads. They bank on promoting further the three defining
characteristics of the brand - affordable Filipino food, a lively atmosphere to dine in, and
the kinamot eating concept.
Most print advertisements of Mang Inasal emphasize the company's serving of
unlimited rice to dine-in customers. This is a particularly effective marketing
strategy considering how Filipinos are heavy consumers of rice. Cost-wise, the food at
Mang Inasal is affordable which furthers their marketing efforts of affordable quality
food.
Logistics
Mang Inasal sees to it that that there will not be delays in the delivery of the raw
materials that will be prepared then served to customers. In urban areas they have a
daily delivery of raw products by means of delivery vans. In rural areas, on the other
hand, they utilize two transportation methods - the daily delivery of raw materials
through delivery vans and through public transportation such as the pedicab. They
utilize the pedicab to deliver non-perishable products such as charcoal and bamboo
sticks, which they source locally in the area.
Sourcing
Whether in urban or rural regions, Mang Inasal is stimulating economic activity
where their branches are located. They purchase their raw materials - calamansi,
charcoal, banana leaves, sorbetes, vegetables, fish, bamboo sticks and other
ingredients through local producers of these materials. However, these suppliers have
to undergo strict quality check to be conducted by the Purchasing Department at the
company. In this way, Mang Inasal can ensure that the quality of food in each of its 223
branches are consistent and of high quality. This also provides lesser costs for
transportation seeing how each branch sources its materials in its own community,
thereby lessening production costs incurred.

Franchising and Expansion

As for future plans for growth, Mang Inasal, through the holdings investment firm
Injap Investments, Inc., is planning to join the Philippine Stock Exchange (PSE) this
2010. However, this is still determinable depending on whether current economic
conditions will improve or not. Sia plans to raise around two billion pesos to fund its
expansion of company-owned stores nationwide.

B. Market Profile
The target market served by Mang Inasal is the middle class Filipino family, with
monthly income ranging from 12,000php to 30,000php. Moreover, these families live in
homes where members of the extended family live in the house as well, thereby making
it a large household. Hence, the company offers meals that range from 49php for the
Sulit Meals, 99php for the Paborito Meals, with the highest priced viand priced at
155php (Beef and Bangus Sinigang). It is reasonably priced considering how its value
for money is high, taking into consideration the serving portions, the friendly customer
service and the warm, localized eating ambience provided by the company. How the
company achieves this cost advantage is accomplished by sourcing out one hundred
percent of its raw materials locally, unlike other fastfood chains who import some of its
production materials from abroad.
In addition, the fastfood chain banks on its traditional Filipino cuisine, fast
service, and the lively dining experience it presents to its customers to attract new and
retain recurring customers. As such, it is to Mang Inasal's competitive advantage that it
has found its niche through Filipino families who want to find a truly Filipino fastfood
dining experience without going beyond the family budget. Hence the company's
slogan, "Hahanap hanapin mo".
As well, the company's primary strategy lies in Mang Inasal's strategically
locating its stores in high foot traffic areas to attract more passers-by to enter the store,
eat, and enjoy the Mang Inasal dining experience(kinamot). In particular, most Mang
Inasal branches are situated beside call center companies, public service
establishments, in malls, and other heavily-condensed locations.
As mentioned previously, the company is one of the fastest growing fastfood
chains in the country – and their speedy rise can further be amplified by choosing an
endorser who is an ideal personification of their brand. Mark Bautista, a twenty eight
year old Filipino artist, is Mang Inasal’s primary endorser. The most recent TV
advertisement starred by Bautista shows the man narrating his humble beginnings as to
how he has made it to become one of the country's most revered artists, adding that his
move to Manila made him long for home, and how dining at Mang Inasal alleviates the
homesickness he feels. Furthermore, to quote Sia as to why Bautista was chosen as
the brand’s endorser, “I think we (the company and Mark Bautista) have some
similarities. Mark also started in 2004, the same with Mang Inasal... And we feel that
Mark, like Mang Inasal, has a very big potential, coming into the next few years as they
slowly unfold.”
These are the followings sulit meals that Mang Inasal serves to the customers.

Mang Inasal Menu – Paborito Meals  PM 1 paa - Barbecued chicken leg and
(PM) thigh with unlimited rice
 PM 1.5 paa - Barbecued chicken leg
and thigh with unlimited rice (in spicy
flavor)
 PM 2 pecho - Barbecued chicken
breast and wing with unlimited rice
 PM 3 Pork inasal - 3 sticks skewering
pork, barbecued in inasal way,
unlimited rice
 PM 4 – Bangus sisig, unlimited rice
 PM 5 – Pork sisig, unlimited rice
 PM 6 – Boneless bangus, unlimited
rice PM 7 – grilled liempo, unlimited
rice

Mang Inasal Menu – Grupo Meal 3 paa or pecho (leg – thigh or breast –
wing), ginataang kangkong, kamote chips,
3 plain rice, 3 buko pandan jellies, 3 –
16oz Coke

Mang Inasal Menu – Mirienda meals  Pancit Malabon

 Arroz caldo
 Dinuguan
 Pan Inasal
  Ginataang halo-halo
 Mang Inasal Pie
Mang Inasal Menu Sulit meals (SM)  SM 1- 1 pc. Chicken Leg with rice
 SM 2- 1 pc. Chicken Thigh with rice
 SM 3- 1 pc. Pork inasal with rice
Mang Inasal Menu Panamis  Ice scramble
 Sorbetes
 Buko Pandan Jelly / Coffe jelly / mango
Jelly
 Turon Split
 Saging Melt
 Leche Flan

Mang Inasal Menu Add ons, ulam add  Pancit Molo

on  Bangus Sinigang
 Pork Sinigang
 Atiba
 Banus Sisig
 Pork Sisig
 Kamote chips
 Lumpiang sardinas
 Chicken chicharon
 Ginataang kangkong
 Ensaladang talong

Mang Inasal Menu Pinoy Almusal (PA)  PA 1- Tapsilog

 PA 2- Tosilog
 PA 3- Longsilog

III. Defining the Problem:

- Wrong delivery of orders and slow servings.

IV. Defining Research Objectives:

- To be able to improve customer service and maintain its position in the market.
- Expand its market in order to win the heart of masses.
- To reach more than 600 branches nationwide on the year 2015.
V. SWOT Analysis:

Strengths Weaknesses Opportunities Threat

 Fast growing  Lack of  International  Direct

company motivation expansion competitors
and indirect
 Brand image  Product competitors
is visible availability  Government
and quality regulates the  Competitive
(product non- usage of price pressure
 Locally shortage) plastic.
adapted
menus  Trends towards
 Customer  Home meal healthy eating
complaints delivery
due to slow
service.  Similar concept
and services.

 Low customer
retention

 Labor
shortage

VI. Survey research:

As a survey I asked my friends, my classmates and the some customers in Mang Inasal
to answer my questionnaire. And these are the questions as follows:
Kindly answer these survey questions.
1. If you are going to eat outside, which restaurant will you prefer?

a. Andok’s
b. Mang Inasal
c. Jollibee
d. Mc Donald’s

2. In terms of customer service, which of the following satisfy you? Please rate 1-4

Andok’s
Mang Inasal
Jollibee
Mc Donald’s
 3. Are you satisfied with the products and services that Mang Inasal offered?

a. YES
b. NO

4. If yes, what can you say about the product and the service that they provided to
you and to other customers?

5. If no, what is the reason?

Based on the survey that I’d conducted on my friends, my classmates and my the

customers in Mang Inasal these are the results:

According to the result of the survey, I’d noticed that my friends prefer to eat in

Mang Inasal for that reason that it is in reasonable price and it totally fit on

Filipino taste. But then there consideration is that the service provided by the

management is too slow and sometimes they deliver wrong order to the

customers. And one of my friends said that one time when she got her lunch at

Mang Inasal with her co-workers they’ve waited for 30 minutes because there are

a lot of customers and a lot of orders been made. But then when their orders

have been delivered, my friend saw that the inner part of the chicken is still a little

bit bloody, so my friend returned it and waited for 25 minutes again. She quoted

“I’ve been waited for almost one hour before I took my lunch, but then I can’t

resist myself not to eat at Mang Inasal because they have the lowest unlimited

offer. And their foods totally fit on Filipino tastes.

VII. Data Collection:

Most preferred restaurants of the customers.

Company's
Name Ratings of: Total Ranking
Friends Classmates Customers
Andok's 3 2 1 6 4
Mang Inasal 9 7 8 24 1
Jollibee 4 6 6 16 2
Mc Donald's 4 5 5 14 3

Customer’s satisfaction regarding the customer service provided by the restaurants.

Company's Name ratings of: Ranking

Friends Classmates Customers
Andok's 4 4 3 3.666667
Mang Inasal 2 3 1 2
Jollibee 3 2 4 3
Mc Donald's 1 1 2 1.333333

Customers’ satisfaction and dissatisfaction rate on Mang Inasal products and services.
Products Services

Satisfied Dissatisfied Satisfied Dissatisfied

75 25 45 55
VIII. Chart Analysis:
Most preferred restaurants of the customers.

Andok's
Mang Inasal
Jollibee
Mc Donald's

Customer’s satisfaction regarding the customer service provided by the restaurants.

Andok's
Mang Inasal
Jollibee
Mc Donald's

Customers’ satisfaction and dissatisfaction rate on Mang Inasal products and services.

80 Product Satisfied
60 Product Dissatisfied

40 Product Dissatisfied
Services Satisfied
20
Services Dissatisfied
0
1
IX. Decision Analysis:

Mang Inasal must develop techniques and strategies on how to provide a fast
and satisfactory customer service. Because of the concern that Mang Inasal is so poor
in terms of services the company needs to focus on motivating their employees to
become more attentive in their work, duties and responsibilities. But then the overall
result of the research is that Mang Inasal is still the number one provider of Filipino
Taste Foods and has the reasonable price.

X. Findings:

Based on the flow of the research, the Mang Inasal Crew/Staff has the problem
regarding with the provided service to the customer, due to lack of motivation and
discipline. And some employees are hard headed and always late on the time of their
duties, in result to overcrowded customers while lacking of staff/ employees.

XI. Alternative Course of Action:

A.C.A. #1:

The management must focus on their staff/ employees to be more active to their duties
and obligations.

Advantages:

1. Maintain their position in the market

2. Avoid losing of customers
3. Develop fast and satisfactory service

Disadvantages:

1. Additional company expenses

A.C.A. #2:
Observations/Recommendations

Mang Inasal is now considered as one of the best choices of fast food chains for
Filipinos because of its unique dining experience. Aside from this experience,
customers are patronizing the products because of the unique selling concept. It is
heavier in the stomach, not in the pocket. It is the best for Filipino ambiance which the
company encourages to eat with hands.

To have greater revenue and to contribute more in the food industry, the company
should have a rapid increase of opening of branches and to explore international
market. It should help the country to promote or advertise that we offer good foods.

Mang Inasal should also offer nutritional items for the menu for health and wellness
concerns and promote an ambiance of being caring to customers in terms of health and
wellness.

Marketing support is lacking on this company, compared on the other fastfood chain in
the market right now. They must have strong marketing support like more T.V and radio
ads, flyers, billboards and other forms of advertisement, they must capture the heart
and minds of the Filipino people in their ads.