University of Caloocan City
Tulip St., Camarin Caloocan city
MangInasal Philippines Inc.
Submitted to: Mr Isaiah Borres
Submitted by: Marinda, Carisse Dale B.
Fourth year, Section A
I. Introduction
Fast food is food, which is prepared and served quickly at outlets called fast-food
restaurants. A restaurant is an establishment that serves prepared food and beverages on tables set
for individuals, pairs or larger groups, to be consumed primarily on the premises. Restaurants
serve a wide variety of food at a specified cost given on its menu card for on or off the premises
consumption. These includes eating establishments where customers are served at walkup or
drive away ordering counters for either on or off premises consumption. However, most good
restaurant serves food at tables to their customers for on-premises consumption. Many of the
restaurant chains, have enhanced their annual sales many times over, well beyond the limits of
the tables they can served each day, by offering hot well packed meals through free home
delivery service on orders placed through a telephone call. It is a multi-billion peso industry that
continues to grow rapidly in many countries. A fast-food restaurant is a restaurant characterized
both by food which is supplied quickly after ordering, and by minimal service. The food in these
restaurants is often cooked in bulk in advance and kept warm, or reheated to order. Many fastfood restaurants are part of restaurant chains or franchise operations, and standardized foodstuffs
are shipped to each restaurant from central locations.
In todays world, going to a restaurant has more to do with socializing then to just having
a meal. Only a few decades back restaurants were specifically targeting families, which situation
does not hold true today. Nowadays, even children; regularly eat out with their friends, on their
own. Therefore, restaurants are not just about food of ambience. On a macro level, they are an
important contributor to the economy while on personal levels it provides us with a place to
easily connect with others.
Importance of the Study
Since MangInasal is all about Food and Beverage, a product that categorizes as one of the
most highly in demand in food, it is important to make a study to be able to know how it is being
served, know its mission and vision for the benefits of the patronizes and since MangInasal is the
fastest growing quick serve restaurant (QSR) in the country today, it is important to know some
facts for the upcoming restaurant aspiring entrepreneurs in Fast Food industry.
Research and Design Methodology
This paper is entirely based on the availability of primary data we gathered from
employee interview, company profile andin the internet. The researcher was able to have an
interview with the employees in the business branch at SM Pampanga.
In this paper it includes the Competitive Analysis and Industry Analysis. This data are
presented to determine the strengths, weakness, opportunities and threats of the business. SWOT
analysis helps to distinguish between where your business is today, and where it could be in the
future.
In this paper it also used Porters Five Forces of Competition model that a company must
seek to understand the nature of its competitive environment if it is to be successful in achieving
its objectives and in establishing appropriate strategies. If a company fully understands the nature
of the Porters five forces, and particularly appreciates which one is the most important, it will be
in a stronger position to defend itself against any threats and to influence the forces with
its strategy. Five forces analysis looks at five key areas namely the threat of new entrants, the
bargaining power of customers, the bargaining power of suppliers, the threat of substitute
products, and competitive rivalry within an industry.
The PEST model is also used in this paper. The PEST Analysis or model is another tool,
quite similar to the SWOT model, but it is more specialized and focused on the external
environment and important factors "out there" that can affect present and future business. The
PEST acronym stands for Political, Economic, Social and Technological. Of course, once
political, economic, social and technological factors are identified which is the first step. The
next step is to create a business strategy or strategies that will take advantage of these trends and
changes, while minimizing risk to the company from those trends and changes
Internal and External Analysis are also applied in this paper. Internal Analysis are the
strengths and weaknesses of a company. It focuses on internal factors that give an organization
certain advantages and disadvantages in meeting the needs of its target market. Strengths refer to
core competencies that give the firm or industry an advantage in meeting the needs of its target
markets. Any analysis of company strengths should be market oriented/customer focused
because strengths are only meaningful when they assist the firm in meeting customer needs.
Weaknesses refer to any limitations a company faces in developing or implementing a strategy.
Weaknesses should also be examined from a customer perspective because customers often
perceive weaknesses that a company cannot see. While the External Analysis examines
opportunities and threats that exist in the environment. Both opportunities and threats exist
independently of the firm. The way to differentiate between a strength and weakness from an
opportunity or threat is to ask, would this issue exist if the company did not exist? If the answer
is yes, it should be considered external to the firm. Opportunities refer to favorable conditions in
the environment that could produce rewards for the organization if acted upon properly. That is,
opportunities are situations that exist but must be acted on if the firm is to benefit from them.
Threats refer to conditions or barriers that may prevent the firms from reaching its objectives.
Scope and Limitation
II. Identification of the Industry
Company Overview
MangInasal Philippines, Inc. operates quick service restaurants. It specializes in chicken
inasal and various pinoy products. The companys menu include pinoypalamigs, pinoy and keso
burgers, beef sinigangs, and bangussinigangs. The company was founded in 2003 and is based in
Iloilo City, the Philippines. It has additional offices in Luzon, Visayas, and Mindanao. As of
November 22, 2010, MangInasal Philippines, Inc. operates as a subsidiary of Jollibee Foods
Corp.
Company Profile
MangInasal (Ilonggo term for Mr. Barbecue), the Philippines fastest growing barbeque
fast food chain, serving chicken inasal, pork barbeque and other Filipino favorites, was first
established on December 12, 2003 in Iloilo City by businessman Edgar Sia II . Apart from the
usual food presentations of multinational food company copycats, MangInasal endeavors to
adhere to elements that bear a distinctively Pinoy stamp-grilling with charcoal, rice wrapped in
banana leaves, a marinade concocted out of local spices and herbs, bamboo sticks for skewers,
and the ambience that encourages kinamot (Ilonggo term in eating with the hands) whenever
chicken inasal is served.
Currently, there are 306 branches nationwide and with over 8,000 employees system wide.
MANG INASAL is doing its share in alleviating the unemployment burden of the country. The
presence of every MANG INASAL in a certain area provides not only employment but also
opportunities to community members including suppliers of kalamansi, charcoal, banana leaves,
vegetables, bamboo sticks, and other ingredients. It also indirectly gives income-generating
activities to many.
MangInasal is operating at the following areas: Bacolod, Iloilo, Roxas, Laguna, Bicutan, Metro
Manila, Davao, Cagayan De Oro, Koronadal, Cavite, Cebu, Boracay, Baguio, Pangasinan,
Tuguegarao, La Union, Pampanga, Bulacan, Mindoro, Agusan, Zamboanga, Ozamiz, Iligan,
Surigao, General Santos, Pagadian, Batangas, Lucena, Naga City, Davao del Norte, Davao del
Sur, Tagaytay, Palawan, Tacloban, Ilocos Sur and Tarlac. MangInasal is targeting to open 500
stores before 2012.
MangInasal Iloilo Corporate Office is located at Four-Season Hotel, Delgado St., Iloilo City. The
office fax numbers are (033) 508-7111 and (033) 508-5111. Manila Corporate Office located at
2316 Aurora Boulevard, Tramo St., Pasay City with fax number (02) 854-5692. You can also
visit its website at [Link] or you can email at info@[Link]
In MangInasal, Pinagsikapan naming lagingmabilis, lagingmasarap, at lagingabot-kaya so that
the Pinoy can truly say, Kumbinsing!
Edgar Sia: The man behind MangInasal
* Sia recently received the Urban Leadership Award from the Canadian Urban Institute (CUI)
Edgar "Injap" Sia II is the man behind MangInasal, one of the fastest growing food companies in
the Philippines, which has become a modern icon of the Ilonggo culinary culture.
His parents gave his the nickname Injap because Sia is originally from China while Jaruda, his
mother's name, is originally from Japan. Injap stands for Intsik-Japan. His parents are
businesspersons and it was expected that he take up some business-related course in college. He
took up Architecture instead.
Sia's first taste of running a business was when he was 20 years old. It was at the Four-Season
Hotel, followed by Mister Labada, a Laundromat, then Injap Color Express, a photo developing
shop. All these are based in Iloilo.
Then, he cooked up the idea of operating MangInasal, the specialty of which is grilled chicken. It
opened on December 12, 2003.
MangInasal was instantly loved by Ilonggos. Then, it branched out to the rest of Visayas,
Mindanao and Manila. MangInasal is well-received there, too despite the stiff competition in the
grilled food business. The secret, of course is the use local herbs and spices that make the
chicken taste good. The chicken is held by a bamboo stick and the rice is wrapped in bamboo
leaf.
MangInasal has 23 branches, with 10 being franchised. Sia is targeting 100 outlets by 2009. It
was open for franchise in 2005.
Each store employs an average of 40 people, thus generating jobs in the communities where they
operate. This has become a market for local products needed by the store.
Grilled chicken isn't the only fare that MangInasal offers. They have Sisig, Grilled Pork, Bangus,
Chicken Feet, Wings, Pecho, Liver and Baticulon, Fish and Pork Sinigang, Batchoy, Bihon,
PancitMolo, Pinoy Burger, PinoyMirienda, PinoyPanamis, PinoyPampagana, and more.
After the success of MangInasal, Sia revived Deco's last September 2007, considered as the
original batchoy. It has branches in Delgado, Robinsons Mall and Gaisano City.
Sia recently received the Urban Leadership Award from the Canadian Urban Institute (CUI). This
is the second holding of the Urban Leadership Awards. This honors those who have made
outstanding contributions to the enhancement of the public realm and the quality of life in the
Metro Iloilo-Guimaras area.
There are 10 awardees from Iloilo City. They are Sia, Henry Baviera, Sonia Cadornigara, Ma.
Luisa "Marissa" Segovia, Edgar Sia for individual awardees and Iloilo Dinagyang Foundation
Incorporated, Iloilo Washington Commercial, Jaro Archdiocesan Social Action Center (JASAC),
SM Waste Market Fair, TaytaysaKauswagan and Callbox, for the organization awardees.
Major Industry Contribution
Since MangInasal Philippines Inc. is a listed company in the Philippine Stock Exchange that
publicly trades in the stock exchange is not exempt from the erratic conditions of the stock
market every day. The raw materials that are being used and bought will tend to be more costly if
the Philippine peso depreciates. Having many foreign-owned food corporations being franchised
in the Philippines, it can be considered as a threat to MangInasal Philippines Inc., knowing that
patronizing foreign goods and services are one of the qualities most Filipino consumers have
today. With a 5.4% growth in the Philippines GDP in 2006 (Goliath Business News, 2007), the
7.4% growth in 2007 (NSCB, 2008) and the 7.3% growth in 2008 (Index Mundi, 2009),
MangInasalPhilippines Inc. being a popular fast food chain varies and changes its menu
periodically to entice its consumers to patronize their products for the long term. With the culture
and tradition of Filipinos, MangInasal is where people celebrate their occasions because of the
reputation MangInasal has established on Filipino People which really boosts their income. As it
contributes to lessening the number of unemployment rate in the country and to cope with the
erratic inflation rate that is experienced every day.
Top 3 Players (Unlimited Rice within SM Pampanga)
1. MangInasal
2. Dennis the Grill Boy
3. Tokyo tokyo
