'Unli' growth: Mang Inasal's strategist for the next generation

If you've spent any time in the Philippines, you know Mang Inasal isn't just a fast-food restaurant, it's a cultural fixture and the go-to spot for Filipinos craving that signature combination of smoky, sweet, and savory grilled chicken and unlimited rice.

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The restaurant was founded in Iloilo City by Edgar “Injap” Sia II, a businessman whose visionary approach hinged on one pioneering idea: the “unli-rice” promotion. This innovation resonated deeply, instantly cementing the brand’s place in the local culture.

For years, Mang Inasal’s foundational strength has enabled it to remain a stable and powerful fixture in the quick-service restaurant industry in the country,

However, even the most beloved, iconic brands eventually need a fresh perspective and bold new direction to stay competitive. That's exactly what the company is getting with Mari Aldecoa now heading up its Marketing and Business Channels. Aldecoa's appointment signals that Mang Inasal is ready to move into a new era, one that honors its deeply loved heritage while embracing innovation to grow even bigger.

The right person at the right time

Aldecoa didn’t just walk in off the street; he brings a serious track record with him. For over 15 years, he’s been the guy behind the scenes successfully revitalizing major consumer brands, especially within the fiercely competitive quick service restaurant or QSR space.

Most recently, before joining Mang Inasal, he played a key role in guiding Red Ribbon Bakeshop through a period of consistent growth.

His experience there proved he knows how to keep a beloved brand relevant and profitable in an industry that moves at lightning speed. He’s someone who knows how to make a brand’s presence stronger without sacrificing the core reasons people love it.