Years ago, before food delivery was a thing, enjoying authentic Filipino delicacies often meant traveling to provincial hotspots like Batangas for bulalo, Iloilo for La Paz batchoy, or Pampanga for sizzling sisig. Today, those cravings can be satisfied without leaving the comfort of the neighborhood because of businesses that cater to evolving consumer demands. One such brand that has been instrumental in bringing these iconic flavors closer to Filipinos is King Sisig.
Founded in 2012 by Gil Nemeño, a seasoned food entrepreneur, King Sisig began with a simple yet impactful vision - to fill the gap in the market for a fast-casual chain that specializes in sisig. The brand’s first branch in Comembo, Taguig, quickly gained traction with its delicious and affordable spicy pork sisig offerings. Over time, King Sisig’s menu expanded to include other Filipino favorites like lechon and bulalo, among others, solidifying its reputation as a go-to spot for authentic, budget-friendly Filipino food.
To date, King Sisig operates 64 branches across Luzon, with a strategic focus on accessibility. In addition to large mall locations, the company has opened smaller outlets in residential areas and communities, making it easier for Filipinos to enjoy their favorite sisig and other Filipino dishes. Despite its success, King Sisig remains committed to ensuring that every meal is both high in quality and easy on the wallet, staying true to its mission of being the "Hari ng Anghang" (King of Spice) and "Hari ng Sisig Busog" (King of Satisfying Sisig). This expansion is part of the company’s long-term goal to become the most well-known sisig brand in the country.
GrabFood’s role in King Sisig’s growth
Since its inception, King Sisig has experienced significant growth, and a key factor behind this success has been the partnership with GrabFood. Julio Nemeño, Senior Brand Manager at King Sisig Royal Foods Corporation, emphasized that their collaboration with GrabFood has played an important part in expanding their customer base and increasing sales year on year. “We’re pleased to say that our business has grown with GrabFood. This is largely due to opening new stores and strengthening our presence through GrabFood’s initiatives,” said Julio in an interview with the Manila Bulletin.
As the first on-demand food delivery partner of King Sisig, GrabFood has gone beyond being just another sales channel, it has become an integral part of the brand’s marketing strategy. King Sisig participates in GrabFood’s various campaigns, such as GrabUnlimited Deals and Spotlight Boosters, which have helped raise the brand’s visibility and attract more customers. The partnership also facilitates ongoing business reviews with GrabFood’s account management team, providing King Sisig with expert advice on brand growth, promotions, and marketing strategies.
Before partnering with GrabFood, King Sisig primarily relied on traditional marketing channels like billboards and social media to acquire new customers. However, the real-time insights and analytics provided by GrabFood have been game-changing. By leveraging the platform’s customer data, the brand has been able to track key performance metrics such as food quality, packaging, serving sizes, and customer satisfaction. This data-driven approach has led to improved product offerings, such as combo meal sets, value bundles, and new meal pairings based on customer preferences.
One of the most notable improvements inspired by GrabFood's trend insights has been the introduction of combo meals, like chicken skin paired with sisig or bulalo platters with tawilis. These offerings cater to popular combinations frequently ordered together by GrabFood customers, further enhancing King Sisig’s ability to meet customer demands and improve their dining experience.
Innovations inspired by the partnership
King Sisig’s commitment to innovation is evident in the launch of their product with famous Filipino vloggers Cong TV and Viy Cortez, the "Sisig in a Jar." The idea for this shelf-stable product was inspired from feedback on GrabFood, where customers expressed interest in purchasing sisig as a gift or take-home treat. The brand saw an opportunity to capitalize on this request and began planning the launch of bottled sisig. “We’ve always been open to listening to our customers, and GrabFood’s platform has given us invaluable insights that led to the creation of Sisig in a Jar,” shared Julio.
Since its launch, the Sisig in a Jar product has been well-received by consumers, who appreciate the convenience and portability of the product. It also reflects King Sisig’s broader goal of offering accessible, high-quality Filipino food that can be enjoyed in various formats. Whether it’s the classic sizzling plate of sisig served at one of their restaurants or a jar of sisig that can be enjoyed at home, the company continues to embrace versatility in its offerings.
Looking forward, King Sisig is confident in its continued partnership with GrabFood. Julio acknowledges that GrabFood has been an essential marketing tool for their brand, with its platform providing real-time results that far surpass traditional advertising methods. “With GrabFood, you see the results in real-time, whether it's through sales, customer feedback, or marketing campaign success. It’s a tool that has proven to be indispensable for our growth.”
King Sisig has successfully made its signature sisig and other Filipino favorites accessible to more people across the country by maximizing their partnership with GrabFood - leveraging real-time insights, customer feedback, and constantly innovating product offerings. The brand has proven that satisfying Filipino food cravings can happen anytime, anywhere. As Julio Nemeño proudly states, King Sisig is honored to make significant strides in celebrating and enriching the vibrant, diverse food culture of the Philippines.