http://www.manginasal.com/mi/about.

html

MANG INASAL – Philippine's fastest growing barbeque fast food chain, serving chicken, pork
barbeque and other Filipino favorites, was first established on December 12, 2003 in Iloilo City.

Currently, there are 306 branches nationwide and with over 8,000 employees system wide.
MANG INASAL is doing its share in alleviating the unemployment burden of the country. The
presence of every MANG INASAL in a certain area provides not only employment but also
opportunities to community members including suppliers of kalamansi, charcoal, banana leaves,
vegetables, bamboo sticks, and other ingredients.  It also indirectly gives income-generating
activities to many.

Mang Inasal is operating at the following areas: Bacolod, Iloilo, Roxas, Laguna, Bicutan, Metro
Manila, Davao, Cagayan De Oro, Koronadal, Cavite, Cebu, Boracay, Baguio, Pangasinan,
Tuguegarao, La Union, Pampanga, Bulacan, Mindoro, Agusan, Zamboanga, Ozamiz, Iligan,
Surigao, General Santos, Pagadian, Batangas, Lucena, Naga City, Davao del Norte, Davao del
Sur, Tagaytay, Palawan, Tacloban, Ilocos Sur and Tarlac. Mang Inasal is targeting to open 500
stores before 2012.

Mang Inasal Iloilo Corporate Office is located at Four-Season Hotel, Delgado St., Iloilo City.
The office fax numbers are (033) 508-7111 and (033) 508-5111. We also have our Manila
Corporate Office located at 2316 Aurora Boulevard, Tramo St., Pasay City with fax number (02)
854-5692. You can also visit our website at www.manginasal.com or you can email us at
info@manginasal.com

Our Vision
To be the preferred quick service restaurant of every pinoy everywhere!

Our mission
To consistently provide our customers a great pinoy dining experience
http://www.thenewstoday.info/2008/01/07/edgar.sia.the.man.behind.mang.
inasal.html

Edgar Sia: The man behind Mang Inasal

* Sia recently received the Urban Leadership Award from the Canadian Urban Institute (CUI)

Edgar "Injap" Sia II is the man behind Mang Inasal, one of the fastest growing food companies
in the Philippines, which has become a modern icon of the Ilonggo culinary culture.

His parents gave his the nickname Injap because Sia is originally from China while Jaruda, his
mother's name, is originally from Japan. Injap stands for Intsik-Japan. His parents are
businesspersons and it was expected that he take up some business-related course in college. He
took up Architecture instead.

Sia's first taste of running a business was when he was 20 years old. It was at the Four-Season
Hotel, followed by Mister Labada, a Laundromat, then Injap Color Express, a photo developing
shop. All these are based in Iloilo.

Then, he cooked up the idea of operating Mang Inasal, the specialty of which, is grilled chicken.
It opened on December 12, 2003.

Mang Inasal was instantly loved by Ilonggos. Then, it branched out to the rest of Visayas,
Mindanao and Manila. Mang Inasal is well-received there, too despite the stiff competition in the
grilled food business. The secret, of course is the use local herbs and spices that make the
chicken taste good. The chicken is held by a bamboo stick and the rice is wrapped in bamboo
leaf.

Mang Inasal has 23 branches, with 10 being franchised. Sia is targeting 100 outlets by 2009. It
was open for franchise in 2005.

Each store employs an average of 40 people, thus generating jobs in the communities where they
operate. This has become a market for local products needed by the store.

Grilled chicken isn't the only fare that Mang Inasal offers. They have Sisig, Grilled Pork,
Bangus, Chicken Feet, Wings, Pecho, Liver and Baticulon, Fish and Pork Sinigang, Batchoy,
Bihon, Pancit Molo, Pinoy Burger, Pinoy Mirienda, Pinoy Panamis, Pinoy Pampagana, and
more.

After the success of Mang Inasal, Sia revived Deco's last September 2007, considered as the
original batchoy. It has branches in Delgado, Robinsons Mall and Gaisano City.

Sia recently received the Urban Leadership Award from the Canadian Urban Institute (CUI).
This is the second holding of the Urban Leadership Awards. This honors those who have made
outstanding contributions to the enhancement of the public realm and the quality of life in the
Metro Iloilo-Guimaras area.

There are 10 awardees from Iloilo City. They are Sia, Henry Baviera, Sonia Cadornigara, Ma.
Luisa "Marissa" Segovia, Edgar Sia for individual awardees and Iloilo Dinagyang Foundation
Incorporated, Iloilo Washington Commercial, Jaro Archdiocesan Social Action Center (JASAC),
SM Waste Market Fair, Taytay sa Kauswagan and Callbox, for the organization awardees.

http://business.inquirer.net/money/columns/view/20101111-302721/How-can-Mang-Inasal-sustain-its-
success

By Ned Roberto, Ardy Roberto

Philippine Daily Inquirer
First Posted 22:45:00 11/11/2010

How can Mang Inasal sustain its success?

Your column on Mang Inasal’s success secret is still the continuing topic of our group’s
conversations. We’re a foursome of Asian Institute of Management (AIM) Master in
Entrepreneurship (ME) graduates and you taught our batch. There’s one question raised during
our past two weekly gatherings that we all tried answering. But we heard as many different
answers as there were members. So we thought we’d pass on the question to you: “Assuming it’s
true that the five secrets you identified as responsible for Mang Inasal’s Edgar Injap Sia’s P3-
billion success were correct, would these be the same five secrets that will sustain Mang Inasal’s
future success with Jollibee Foods Corp. as its new owner?”

A: Conventional wisdom prescribes that to do a good job at managing the future do so via the
success of the past. But experience tells us that navigating the future with this mindset has
proven to be a recipe much more for disaster than for success. For a more enlightened answer,
we need a more enlightening framework. Because we’re talking about the future, we need a
better foresighting basis for diagnosing what can sustain Mang Inasal’s success under Jollibee.

A particularly appropriate foresighting framework is in micro-economics and another one in the

literature on sustainable competitive advantage. We diagnose by taking each at a time.

It’s about ‘complementarities’

Stanford University professor of micro-economics and “auctionomics,” Paul Milgrom, coined

the term “complementarities” to explain synergies from combining compatible business
practices. In the case of Sia’s Mang Inasal, its sustained competitive advantage over the seven
years when it scaled up to 303 stores came from not only repeating each one of its five secrets of
success. The more significant factor was its maintaining the five practices’ complementarity role
for one another in the mix. In fact, it’s more the mix that counted in the success than the
individual elements in that mix.

Let’s recall those five factors and practices that were supposedly behind Mang Inasal’s superior
competitive advantage. These are: (1) Ready, fire, aim!; (2) Work your butt off!; (3) Think
innovation. Copy but add something of value; (4) Think BIG!; and (5) Think marketing.

We’ll skip the explanation of each and rely on your memory to remember the Mang Inasal
column three Fridays ago (or check out www.marketingrx.org or www.inquirer.net.) But what
needs underscoring at this point is that none of these five practices can be said to be anything
new or innovative. So treated separately, not a single one of them can be claimed to be a success
secret.

The application and exercise of complementarities have shown that business success such as
Mang Inasal comes from Sia’s creativity. As the innovating entrepreneur, Sia had put to work
each one of the five factors of success along with each of the other remaining five practices. For
example, the surprising effectiveness of his peculiar but unknown way of combining “ready, fire,
aim” with “work your butt off” yielded an outcome whose value was greater than the simple sum
of the effectiveness of each of these two. There was synergy in the way Sia paired the two. And
so it must have been with the rest of the mix of his five good but very ordinary business
practices.

So is sustaining Mang Inasal’s success in the future just a matter of maintaining the
complementarities of its five success secrets and practices? Aren’t complementarities just
another way of saying you’re managing from the past? Isn’t this basically imitating the past?

It’s about Synergy and the ‘Mathematics of Probabilities’

There is some truth in saying this and that’s why we need to integrate into this discussion David
Dranove’s thinking about sustainable competitive advantage. Dranove is professor of strategy at
the Kellogg School at Northwestern University.

Professor Dranove’s provocative thesis came from his analysis of numerous cases of synergy.
According to him, you can gain extraordinary results from just mixing but in the right
proportions or levels ordinary means. So suppose under Jollibee Foods’ system of doing
marketing (in putting up in the next 300 more Mang Inasal stores) the new Mang Inasal is able to
maintain practicing its five success secrets. Assume further that this continuation has a high
probability of 70-percent success. Now, the chances of also successfully replicating all five
practices in the way that Mang Inasal has done it in its first 303 stores is not going to be 70
percent.

Why 70 percent? That’s the ownership split under the acquisition and assuming that Jollibee
Foods will allow the 30 percent owning Sia to have his way 70 percent of the time until the the
time the number of stores reaches 300 more. Professor Dranove’s mathematics of probabilities
predicts that the likelihood of maintaining the complementarities is 0.70 to the 5th power which
equals 0.17 or 17 percent. So there’s just 17-percent chance that Mang Inasal will go on
succeeding and repeat its success in its first 300 stores to be true for its next 300 more stores.
That’s risking at less than even chance of winning!

What if there are not five but six secrets to Mang Inasal’s success? And what could the extra one
secret be?

6th Secret

In Mang Inasal’s line of business, that’s choice of good location. Edgar Sia had the enviable
knack of choosing the most suitable locations for his first and up to his 303rd store. That’s
suitable with respect to his target customer segment. With six instead of five practices to
maintain complementarities, the chances of future success goes down from 17 percent to 12
percent (= 0.70 to the 6th power).

But succeeding in the next 300 stores will mean that somewhere along the path toward the total
603 stores, Mang Inasal will have to shift from single market segment targeting to two or even
multiple market segment targeting. That will impact the 70-percent success ratio and bring it
down and therefore further bringing down the 12-percent success ratio.

All this is a form of foresighting according to marketing science. But even science is not
foolproof. In fact, we hope Sia’s and the new Mang Inasal’s marketing art would remain superior
over our marketing science. It’s a great marketing story to not have a happy ending.

May 12, 2010

Mang Inasal and his road to success
By Kendrick S. Go, Photos by At Maculangan
from Entrepreneur Philippines Magazine, November 2009
Eight lessons that Mang Inasal's Sia learned from putting up the business to taking it into the big
league

Out of nowhere, Mang Inasal branches in Metro Manila had sprouted like mushrooms.

Tongues started wagging about the brand becoming the Philippines' next Jollibee, the largest fast
food chain in the country and has consistently outdone fastfood giant McDonald's in terms of
sales and brand recall in the Philippines.

Mang Inasal's founder Edgar Injap Sia shares what he did that got restaurant to the place where it
is now: In the Big League

1. Be brave and be bold

In 2003, when Edgar Injap Sia was offered a 250 sq. m. space in the parking building of
Robinsons Place Iloilo [See Robinsons Mall endorses entrepreneurship to students here ] , a lot
of people advised him against leasing the property but Sia determined that it had potential.

2. Innovate and start something new

While thinking of a concept for the space offered to him, he realized that for that business to
succeed, he should innovate and start something new, instead of just copying an existing
business concept [See 10 surefire business concepts here ].
He zeroed in on the native Ilonngo chicken barbeue called inasal in the dialect- and combined it
with the familiar fast food dine-in concept.

3. Be ready for backbreaking work

During Mang Inasal's  first few days of operations, there were so many customers [Read
importance of customer feedback here ]  that Sia himself had to help with cooking, cleaning,
serving and other tasks in the restaurant during the day. Afterwards, he had to work at home,
marinating the chicken to be cooked and served at the restaurant the following day.

4. Refuse to give up

After four days of this kind of backbreaking work, Sia realized that running  a restaurant [See
List of 10 restaurants that fit a start-up entrepreneur's budget here ] was no easy task, and he
contemplated giving up altogether. However, his belief in the promise of the concept kept him
going.

"We learned along the way, we encounetered problems, but I believed that when there's a will,
there's a way," he says.

5. Go slow and steady

From the very start of Mang Inasal, Sia had received a lot of inquiries for franchising, but he held
back until 2005, or two years after starting the business. He wanted to esnure that the business
was already stable before taking the franchise route.

When Mang Inasal was opened for franchising [Read about the Franchise Empire that started
with a waffle dream here ] in 2005, the company rapidly expanded-- a complete surprise for Sia.

6. Join reputable organizations

 
To help him with his expansion efforts, he joined both the Philippine Franchise Association and
the Association of Filipino Franchisers Inc. , the country's biggest franchise organizations.
7. Stand out

Among the country's top fast food chains, Mang Inasal is the only one that tries to promote
Filipino cuisine and Filipino values. This, he says, sets them apart from all the other fast food
chains, which are mostly Western-themed. In addition, he introduced an innovation that quickly
and rapidly appealed to Pinoys who typically like a heavy meal: Mang Inasal was the first quick
service restaurant to offer unlimited rice to patrons, a practice that they continued even when rice
prices surged last year.

8. Continue to look for opportunities

Sia says expansion will continue with a hundred more outlets planned for 2010. Sia is also
looking at international expansion, possibly in the US and Middle East, where there are sizeable
Filipino populations. Taking the company public through an initial public offering [Read the
First SME that went public here ] is also a step Sis is considering.

Jollibee plans to open Mang Inasal stores in US

abs-cbnNEWS.com
Posted at 11/23/2010 8:09 PM | Updated as of 11/23/2010 10:57 PM

MANILA, Philippines - Jollibee Foods Corp. is planning to bring its newly acquired
chicken barbecue chain Mang Inasal to the United States to cater to the large
number of Filipinos there.

"JFC will focus on using its scale and resources to help boost the Mang Inasal
businesses in the following areas: finding more and even better store locations,
identifying more franchisees, lowering raw material and supply prices, improving
its financial and management information system and eventually bringing Mang
Inasal to the United States to serve the Filipino consumers there," Jollibee chairman Tony Tan Caktiong said in a
statement Tuesday.

Jollibee has completed the purchase of 70% of the Mang Inasal business for P3 billion. Injap Investments Inc. will
continue to hold the remaining 30% interest.

Mang Inasal founder Edgar Sia II has been appointed president of the chicken barbecue chain, while Ferdinand Sia
has been appointed as chief operating officer.

"Injap and Ferdinand Sia will ensure that the strengths of Mang Inasal brand and business, its growth momentum and
the performance of its organization is sustained. Their remaining as leaders of Mang Inasal has been a critical
condition to JFC's acquisition of 70% of the business," Tan Caktiong said.

Mang Inasal runs a network of 312 stores in the country, of which 28 are company-owned and 284 are franchised
stores. It expects to have a total of 340 stores by the end of 2010.
Mang Inasal also operates 2 commissaries, one in Iloilo City and another in Taguig, Metro Manila. A third commissary
in Davao del Norte is expected to be operational by end-November.

Jollibee, on the other hand, has a total of 1,578 stores in the country, and 375 stores abroad. In the US, it operates
38 Red Ribbon and 26 Jollibee stores.

http://ice15.wordpress.com/2008/04/28/filipino-food-chicken-inasal-atbp-in-lau-pa-sat
%E2%80%A6-mack%E2%80%99s-singapore/

Filipino Food (Chicken Inasal ATBP) in Lau Pa Sat…

Mack’s Singapore!!!
Posted: April 28, 2008 by ice15 in filipino food in singapore
Tags: pinoy food in singapore, Filipino food in lau pa sat, lau pa sat, chicken inasal, chicken inasal in Singapore, macks
singapore, mack's chicken inasal

*****Sad to say, Mack’s is now closed***** 

So we all know there are three (3) Filipino Food Stalls in Lau Pa Sat (Singapore, near Raffles Place MRT
Station), we have Panyeros, Mang Roger and Jolly V. But when I visited the place last Friday (25 April
2008 ) I was actually surprised to see Mack’s Chicken Inasal ATBP. It’s a small stall which is hard to
miss.
  

They not only have Chicken Inasal, they also have Tapsilog (Beef, Fried Rice and Fried Egg) and other
“*silog meals”.

http://www.flickr.com/photos/29228584@N00/2313737957/

Better give them a visit if you are in the area and I suggest that you go there around dinner time.