Mang Inasal ushers in new marketing era under Mari Aldecoa

Mang Inasal, the homegrown quick-service restaurant (QSR) giant known for its iconic chicken inasal and halo-halo, is entering a new chapter under the leadership of Mari Aldecoa, its newly appointed Head of Marketing and Business Channels.

Aldecoa, a seasoned marketing professional with more than 15 years of experience revitalizing powerhouse brands, steps into the role with a clear vision of balancing Mang Inasal’s heritage with bold innovation. Before joining the brand, he led Red Ribbon Bakeshop to consistent growth, reinforcing its relevance and market strength in a competitive food industry.

“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,” Aldecoa said. “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 also emphasized collaboration and innovation as key to sustaining the brand’s growth. “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,” he added. “Together, we can strengthen the core while exploring new occasions where the brand can continue to excel and remain accessible.”

Mang Inasal’s recent industry recognition reflects its enduring strength and customer loyalty. The Brand Finance 2025 report named Mang Inasal the strongest QSR brand in the Philippines and the seventh strongest brand nationwide. It also ranked 25th among the most valuable brands in the country. The brand further holds the distinction of being the most awarded QSR in the Philippines today.

For Aldecoa, these achievements are not just milestones but a foundation for even greater growth. Since taking the helm, he has focused on identifying untapped opportunities and expanding the brand’s reach through new marketing channels and customer touchpoints—all while staying true to its Filipino identity.

Guided by values of excellence, collaboration, empathy, and courage, Aldecoa aims to lead Mang Inasal toward continued success in an increasingly dynamic QSR landscape.

With its signature grilled offerings and a renewed marketing vision, Mang Inasal is poised to strengthen its leadership in the local food industry—remaining a brand that is not only loved but constantly evolving for generations to come.