Mang Inasal has long been more than a restaurant; it is a cultural touchstone. And with Mari Aldecoa stepping in as head of Marketing and Business Channels, the brand is entering a new era where heritage meets bold innovation, promising to expand its reach, sharpen its identity, and set fresh benchmarks in the industry.

Aldecoa brings over 15 years of experience revitalizing powerhouse brands across quick-service restaurants and consumer goods.

Before joining Mang Inasal, he led Red Ribbon Bakeshop to consistent growth, proving his ability to strengthen market presence while keeping brands relevant in a fast-moving industry.

For Aldecoa, the excitement lies not just in leading a successful brand but in deepening its connection with customers and exploring new frontiers for growth.

Ensuring Mang Inasal remains iconic

“What excites me most about leading Marketing and Business Channels for Mang Inasal is the opportunity to build on an already powerful brand, one that is deeply loved and performing at its strongest. My role is to take that momentum and elevate it even further, ensuring that Mang Inasal remains both iconic and ever-evolving for the next generation of consumers,” he says.

He emphasizes the importance of collaboration and discovery. “I am genuinely excited to work alongside the team that has brought Mang Inasal to where it is today, a team that clearly understands the brand’s DNA and its customers. Together, we can strengthen the core while exploring new occasions where the brand can continue to excel and remain accessible,” Aldecoa adds.

Under Aldecoa’s leadership, Mang Inasal is not just innovating, it is setting new benchmarks in the Philippine QSR landscape.

Strongest QSR brand in the country

The Brand Finance 2025 report recognized Mang Inasal as the strongest QSR brand in the country and ranked it 7th among the nation’s strongest brands, a testament to its impressive sales growth, enduring customer trust, and unwavering loyalty.

The report also placed Mang Inasal as the 25th most valuable brand in the Philippines. Adding to this string of accomplishments, the brand holds the distinction of being the most awarded QSR in the country today.

For Aldecoa, these honors are more than milestones, they are the launchpad for the next chapter of Mang Inasal’s growth and continued success.

Aldecoa’s approach is grounded in core values that guide both him and the brand. He leads with excellence, setting high standards and ensuring decisive execution. He fosters a collaborative spirit, encouraging the team to innovate and work cohesively. He leads with empathy, balancing ambition with care for teams and partners, and embraces courage, taking bold steps to explore new opportunities and drive the brand forward.

Identifying untapped opportunities

Since joining Mang Inasal, Aldecoa has focused on identifying untapped opportunities and crafting strategies that extend the brand’s reach and relevance.

From experimenting with new marketing channels to exploring different customer touchpoints, he is determined to ensure that Mang Inasal continues to resonate with a wide audience while remaining true to its identity.

With Aldecoa at the helm, Mang Inasal is poised not only to strengthen its position as a market leader but also to set new benchmarks in the industry.

Its signature grilled offerings are reaching more communities, and its marketing initiatives are evolving, reflecting a brand that is confident, forward-looking and bold.