Mang Inasal expands drive-through, delivery to boost growth

MANILA — Mang Inasal is accelerating its nationwide expansion of drive-through, delivery and take-out services as it seeks to convert strong digital engagement into sustained business growth, the company said.

The grilled chicken chain, which now operates more than 600 stores across the country, is widening access points to meet rising demand for convenience, while maintaining its core dine-in experience anchored on its signature “unli” offerings.

The move comes as the brand strengthens its online presence, emerging as one of the most talked-about quick-service restaurant (QSR) chains in the Philippines in 2025, driven by culturally resonant campaigns and real-time digital engagement.

“We want to go beyond just strong online presence,” said Mari Aldecoa, the company’s vice president for marketing. “By listening more closely to customers and engaging with them online, we can continue improving how they enjoy Mang Inasal.”

Expanding access and digital tools

Mang Inasal said it is scaling delivery, drive-through and take-out channels nationwide, supported by a revamped delivery app launched late last year that has recorded strong growth in downloads and orders.

The company is also expanding its drive-through network—currently available in four locations—and piloting additional take-out windows after a successful rollout in Iloilo.

Self-order kiosks and cashless payment systems are being introduced in stores to improve efficiency and speed.

Targeting younger consumers

Alongside operational expansion, the brand is intensifying efforts to connect with younger consumers, particularly those aged 18 to 22.

Through campus-focused initiatives such as its “MI UNIVerse” program and youth-oriented product launches, Mang Inasal is embedding itself in university culture while leveraging digital-first storytelling formats to appeal to Gen Z.

Entering the breakfast segment

The company is also tapping into the breakfast market with its “AlmuSOLB” line, which features its grilled offerings paired with garlic rice, egg and chicken oil.

Select branches have begun opening earlier to support the initiative.

Industry competition intensifies

Mang Inasal said the QSR sector has become increasingly fast-paced and fragmented, with digital-first competitors raising expectations for speed and relevance.

In response, the company is investing in product innovation, operational consistency and data-driven insights to deliver a seamless experience across dine-in, delivery and drive-through channels.

With its expanding omnichannel strategy and strong national footprint, Mang Inasal aims to remain competitive by deepening customer relationships and improving accessibility across platforms.