A certified food industry expert, having been with Jollibee Foods group for over 18 years, Mang Inasal president Mike V. Castro has turned the company that he leads into ASEAN’s Fastest Growing Brand of the Year based on the Brand Finance for 2024 review.
When he joined Mang Inasal as president in June 2022, he brought with him experience in operations, franchising, and manufacturing to stir up Mang Inasal in its continuing evolution as it gears up for business demands.
He started his career in restaurant systems and held various leadership roles in operations, restaurant systems, and commissary in Jollibee and Red Ribbon.
Castro was appointed general manager of Greenwich in January 2019. In his first year with Greenwich, he was able to turn around the business with double-digit sales growth.
He indicated that global recognition is a source of immense pride, which affirms the strength of its brand and the dedication of the fast-food brand’s team.
Earlier this year, Brand Finance, a leading authority in brand valuation, named Mang Inasal the ‘Strongest Brand in the Philippines,’ driven by a perfect score in brand familiarity and the strategic expansion of the store network.
“Adding to this honor, the ASEAN 500 2024 report recently awarded Mang Inasal the title of ‘Fastest-Growing Brand in Southeast Asia,’ with our brand value tripling from $124 million in 2023 to $374 million in 2024,” Castro indicated.
This remarkable growth reflects the growing footprint and the trust Mang Inasal had earned across the region.
These achievements are a result of “a strong focus on product quality, value and customer experience, driven by the hard work of all members of the Mang Inasal community.”
The company remains steadfast in its mission to elevate the Mang Inasal experience, delivering greater value and delight to every customer, Castro said.
Mang Inasal’s fast growth is a reflection of an unwavering commitment to taste, quality and value.
From sourcing fresh ingredients to adhering to safe food handling standards, the focus of the company is ensuring that customers’ experience will be the best that it can offer.
This commitment has allowed us to build strong connections with customers, “who recognize and appreciate the care we put into every meal.”
The formula for pushing the company’s growth is making Filipinos identify with the product.
“From special occasions to everyday get-togethers, Mang Inasal has been a part of our customers’ most cherished moments. Through our commitment to delivering delicious and satisfying meals, Mang Inasal has earned the trust and loyalty of Filipino families,” Castro explained.
He added that the brand’s ability to bring people together and be part of their meaningful moments has solidified Mang Inasal’s position as a trusted brand.
“At Mang Inasal, we recognize that our strength lies in being the local hero of grilled Filipino favorites, and we are committed to preserving this legacy as we grow. We aim to deepen our equity in the grilled food segment by continuously innovating while honoring our rich heritage and connection to Filipino communities,” Castro explained.
Last 17 December, the fastfood giant forged a partnership with the Department of Tourism by supporting Gastronomy Tourism advocacy under the Love the Flavors campaign, further showcasing the best of Filipino food culture.
In addition, the company has set collaborations with universities and colleges to strengthen its engagement with the Gen Z crowd, to ensure that the brand remains relevant to younger generations.
Moreover, we have initiated pilot programs that align store operations with specific sustainable development goals.
These projects contribute meaningfully to community development while maintaining a commitment to providing “Ihaw-Sarap meals and Unli-Saya moments for everyone we serve.”
Castro said the company’s franchise model is at the heart of its mission to empower local communities.
With over 97 percent of our stores operated by franchisees, we provide aspiring entrepreneurs with a proven platform for success. Each franchise creates local jobs by directly employing store crew members, fostering economic growth in their respective areas.
Beyond franchising, Mang Inasal champions Filipino farmers through the Farmers Livelihood Program of the Jollibee Group Foundation.
By sourcing key ingredients like calamansi, sili, and ginger from farmers’ groups, we help strengthen rural economies while ensuring freshness and quality.
These initiatives reflect our dedication to driving progress and prosperity in communities across the Philippines while staying true to values as the nation’s Grill Expert.
Delivering a consistent experience is paramount, especially during the holiday season when customer traffic peaks.
“Our store crews are well-prepared for this surge, thanks to their year-round experience managing busy lunch and dinner periods, as well as weekends,” according to Castro.
The unwavering commitment to food safety and hygiene, which is deeply embedded in daily operations, is also a source of inspiration.
“This dedication inspires every team member to deliver the highest standards, ensuring we go all out to delight every customer. To maintain this excellence, we have a robust monitoring system that ensures compliance with quality protocols across all branches nationwide,” Castro pointed out.
Through such efforts, Mang Inasal stay devoted to making every dining experience delightful and memorable, especially during this festive season.
Mang Inasal is honored to be a destination for balikbayan guests and overseas Filipino workers (OFWs) longing for the authentic flavors of home. From the iconic Chicken Inasal to other Filipino favorites like palabok, extra creamy halo-halo, and pork barbecue, “we ensure every dish satisfies their cravings.”
Castro said the goal is to make every visit to Mang Inasal a heartwarming reunion with the flavors missed and cherished moments with family.
Growth is also fed by the continued support to franchisees, that Mang Inasal offers every step of the way.
Franchisees have access to experienced operations teams who act as trusted advisors in each business district.
Beyond day-to-day assistance, the franchising division proactively champions the needs of franchise holders.
Food safety and quality for the company are not merely priorities — they are core pillars of its business.
Through continuous and rigorous monitoring across stores, the company ensures that every aspect of its operations consistently meets the highest safety and quality standards.
“We work closely with our franchisees to implement proactive, targeted training that addresses potential gaps, ensuring alignment with our strict protocols,” Castro said.
He added that the company fosters a culture of vigilance, promptly responding to customer feedback to identify areas for improvement and maintain the trust of customers.
“Our commitment to food safety and quality is integral to who we are as a brand. It is not just about delivering great-tasting meals, it’s about ensuring that every meal served is safe, consistent, and contributes to the well-being of those who prefer Mang Inasal,” he explained.
Food safety is a cornerstone of Mang Inasal’s brand integrity and a fundamental pillar of the customer experience we deliver.
As a trusted food service company, we leave no room for compromise when it comes to safeguarding the health and well-being of customers, employees and partners.
From the sourcing of high-quality ingredients to implementing stringent kitchen protocols, every step of fastfood operations is guided by a commitment to safety and excellence.
“This dedication is not just a standard we uphold — it is a promise to the millions who rely on us for safe, delicious and satisfying meals,” Castro indicated.
Maintaining rigorous monitoring, regular training, and a culture of accountability ensures that food safety remains at the heart of every effort made at the dominant fastfood chain.
