Industry Research

Market Trends:

-What are the emerging trends and growth areas within the franchising industry ?

Mang Inasal is growing rapidly by expanding its stores, with plans to open 50 new branches
each year to reach 1,000 by 2030. The company is also looking to expand internationally in
the U.S. and the Middle East. Along with this growth, Mang Inasal is focusing on
sustainability, using solar panels in some branches and aiming for zero waste at its Marilao
Commissary. To stay competitive, it's diversifying its menu beyond just Chicken Inasal to
appeal to changing customer tastes.

-Research industry reports and publications to stay informed about manut developments

• Philippine Star Business – They frequently publish news on Mang Inasal’s expansion plans,
sales growth, and franchising activities.

Website: philstar.com/business

• Mang Inasal Official Website (News Section) – Shares updates on sustainability initiatives,
new store openings, and company milestones.

Website: manginasal.ph/news

•Jollibee Foods Corporation (JFC) Investor Reports – Since Mang Inasal is a subsidiary of
JFC, their annual and quarterly reports provide detailed insights into Mang Inasal’s
performance.

Website: jollibeegroup.com/investors

Competitive Landscape
•Who are the major players (both franchised and independent?

Mang Inasal competes in the fast-food industry in the Philippines, where several strong
players exist. Major franchised competitors include Jollibee, McDonald's Philippines, KFC,
and Chowking, while independent food businesses and local eateries also compete,
especially in provincial areas.

•What are their strengths and weatnesses?

Jollibee is known for its strong local branding and wide menu that appeals to Filipino tastes,
but struggles with consistency in service across branches.

McDonald's has a global reputation and efficient operations but sometimes falls short in
localizing its menu.

KFC is famous for its signature chicken but lacks variety compared to Filipino-centric chains.

Chowking offers unique Chinese-Filipino dishes but faces speed and service challenges.

Mang Inasal’s strength lies in its authentic Filipino grilled meals and value-for-money offers
like unlimited rice. A weakness is its more limited menu compared to other fast-food giants.

•What are their pricing strategies)

Mang Inasal uses penetration and value pricing, offering affordable meals (₱99–₱160) with
features like unlimited rice.

Jollibee offers bundle and premium pricing (₱120–₱150), while Chowking and McDonald's
have economy and combo deals that suit different income levels.

•What are their marketing and advertising efforts

Jollibee uses TV ads, emotional storytelling, and celebrity endorsements.

McDonald’s focuses on youth-friendly and digital marketing, while Chowking highlights its
unique food offerings in its ads.

Mang Inasal's competitive advantage is its strong Filipino identity, affordable grilled meals,
and community-based marketing—allowing it to hold a solid position in the growing fast-
food sector.

Market Demand:

•Assess the demand for the type of franchise you are considering

The demand for Mang Inasal franchises is strong in the Philippines, especially in urban areas,
due to the growing middle class and a preference for affordable, quick meals. The fast-food
industry is growing as consumer spending increases, particularly among families and young
professionals. Mang Inasal's focus on Filipino comfort food, its value-for-money offerings,
and its presence in cities like Cebu make it a popular choice. Economic growth in urban areas
further supports its success and expansion potential.

•Is there a strong market for this product or service in your target location?

Yes, there’s a strong demand for Mang Inasal in places like Cebu, Manila, and Davao. More
people are eating out, especially with affordable and tasty options, and Mang Inasal fits that
perfectly with its grilled chicken and unlimited rice meals. The growing middle class and the
fact that many people in the Philippines love rice-based meals make it a popular choice. In
cities with lots of people and economic activity, Mang Inasal has already built a solid
following, showing that there's definitely a strong market for its food.

•Consider factors like population growth, consumer spending habits, and local economic
conditions
Mang Inasal is benefiting from factors like population growth, changing spending habits, and
strong local economies. As more people move to cities like Cebu and Manila, the demand for
affordable and quick meal options increases, creating a solid customer base for the brand.
With the growing middle class, people are spending more on dining out, especially when
they get good value for their money. The boost in local economies, driven by sectors like
tourism and business outsourcing, also means more disposable income, making people more
likely to eat out. All of these factors make it a great time for Mang Inasal to keep growing
and succeeding.