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  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)   PM 1 paa - Barbecued chicken leg and 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

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