Why Mang Inasal is So Successful?
This phenomenon on the chicken barbecue business of Mang Inasal is somewhat mind boggling. Imagine a simple chicken barbecue business with all it’s stores nationwide could earn billions of pesos each year. Why not Bacolod Chicken Inasal? which I think has pioneered the concept of making a restaurant out of chicken inasal. It was ten years ago that I first tasted chicken inasal in a restaurant called Bacolod Chicken Inasal which I think, their chicken barbecue is tastier and really authentic with matching banana leaves on the native handcrafted plates. There are also other dishes like the fried crablets and lumpiang bangus which I don’t usually find in a Filipino fast food restaurants. But just last year me, my wife and my daughter ate in one of the branches of Bacolod Chicken Inasal but was a little disappointed because I expect the food we ordered will be as good as in the branch in EDSA Central (ten years ago). Maybe it depends of the branch or franchisee.
So why Mang Inasal is now the fastest growing fast food restaurant here in the country? Why not Bacolod Chicken Inasal which has really authentic chicken barbecue? So it’s true that as an entrepreneur, we don’t have to reinvent the wheel. We just have to be creative. I admit that Mang Inasal has captured my taste. Yes their chicken barbecue are delicious but it taste more like an ordinary chicken barbecue with a sweet spicy taste which I think you can do yourself by marinating your dressed and chopped chicken in Mama Sita’s barbecue marinade. So in my opinion it’s not really how authentic your cuisine should be, but it’s how people will accept the taste. So below are some of my observation why Mang Inasal have captured the chicken barbecue market.
1. The Taste and Competitive Price – I think this should go hand in hand like Siamese twins. To win in the food business, it’s not only the taste why people flock to a food business but also how well it fits their budget . There are some cheap fast food that offers very low price meals but they taste like crap. People want to enjoy their meals and also save their money. If you separate the two (taste and price) you will either make tasty meals and thinks of jacking up the price or make cost cutting and serve food that people won’t enjoy. Personally me and my family like Mang Inasal so whenever there is one in a mall and it’s lunch time, where else will we eat?
2. The Unlimited Rice Concept – this is I think one of the attraction of Mang Inasal. Many businesses has this strategy like in website hosting. There is what they call “unlimited space” on hosting a website. But that is not true because usually a big website has only few gigabytes of files and will not consume an unlimited space. Also the concept of “eat all you can” and you pay a certain fixed amount. We only have one stomach and not everyone can be a glutton so the concept of “unlimited” can be a very attractive promotion. When I eat in Mang Inasal I can only consume 2 cups of rice and I feel very stuffed already.
3. That Big Screen Monitor with Advertisement – when I’m watching their own commercial in their big screen monitor, I feel at home ( he he he I don’t have that kind of monitor in our house, it cost more than a hundred thousand pesos). I mean the commercial or infomercial they have creates more appetite and entertainment. Who knows what is that condiment inside that bottle with a reddish yellow oil in it? Ah I know! it’s chicken oil that you should pour on top of your rice to make it yellowish and taste better. Thanks for that infomercial, I didn’t looked and feel naive. But be careful, it’s chicken fat and have lots of cholesterol and not good for your health. But who cares, it’s delicious and I will worry about it later he he he.
How about you? what did you observe why Mang Inasal became so successful?
Sir Manuel you got the right observation…price and quality is the secret of Mang Inasal….but its more on the price because some fine dining resto has same quality of chicken BBQ or even much tastier but the price is to high…the right word for it is VALUE for MONEY….if you can buy something which as per normal judgement has been SULIT in tagalog then you will go for it…and it will always be part of your option then repeat customer or order will follow…however we can attribute the success of Mang Inasal for the aggressive and fast decision of Mr Injap Sia because he seize the moment where the hype of Inasal was around and he accepts almost 20 franchisees in a year…this one build a wide market share and people especially filipinos always curious with new things and this curiosity lead to sales and customers can buy the hyped products within their locality… taking all this factors contribute to the success of Mang Inasal.
so true, their menu is affordable and really tastes good.
It was year 2009 when I ate “Mang Inasal” chicken. It was so delicious and yummy. But now (2010), the taste of its chicken is not good. One of my friends once said that its “yacky”. Does quality give way to quantity?
It was year 2009 when I taste “Mang Inasal” chicken here in Cebu. It was so delicious. But now (2010), the taste of the chicken is not good. Does quality give way to quantity?
Mang Inasal branches were established faster. The “Unlimited Rice” speaks for itself too hook up Filipinos to eat!
Because the owner is a very good Ilonggo entrepreneur! Go Injap!
aside from unlimited rice, you get to have free sinigang soup! then they have the kamote fries and crispy kangkong + d cold milo..
The owner must have an excellent entrepreneurial mindset.
There is only one reason to the success of one business, unlimited funds for commercial. Just like the cola, sugar, water, carbon plus big commecial equals billion of cash.
haha… the taste of the chicken! yummy.
they have this chicken oil too, which is quite unique.