If you’ve spent any time in the Philippines, you know Mang Inasal isn’t just a fast-food restaurant, it’s a cultural fixture and the go-to spot for Filipinos craving that signature combination of smoky, sweet, and savory grilled chicken and unlimited rice.

The restaurant was founded in Iloilo City by Edgar “Injap” Sia II, a businessman whose visionary approach hinged on one pioneering idea: the “unli-rice.” This innovation resonated deeply, instantly cementing the brand’s place in the local culture.

For years, Mang Inasal’s foundational strength has enabled it to remain a stable and powerful fixture in the quick-service restaurant (QSR) industry in the country,

However, even the most beloved, iconic brands eventually need a fresh perspective and a bold new direction to stay competitive. That’s exactly what the company is getting with Mari Aldecoa now heading up its Marketing and Business Channels. Aldecoa’s appointment signals that Mang Inasal is ready to move into a new era, one that honors its deeply loved heritage while embracing innovation to grow even bigger.

Aldecoa didn’t just walk in off the street; he brings a serious track record with him. For over 15 years, he’s been the guy behind the scenes, successfully revitalizing major consumer brands, especially in the fiercely competitive QSR space.

Most recently, before joining Mang Inasal, he played an important role in guiding Red Ribbon Bakeshop through a period of consistent growth. His experience there proved he knows how to keep a beloved brand relevant and profitable in an industry that moves at lightning speed. He’s someone who knows how to make a brand’s presence stronger without sacrificing the core reasons people love it.

When you talk to Aldecoa, his enthusiasm for the role is palpable. For him, the excitement isn't about fixing a broken brand; it’s about taking one that’s already successful and making its connection with customers even deeper.

“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,” he explains.

His goal is straightforward yet ambitious: “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 emphasizes that this isn’t a solo mission. It’s about teamwork 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. It’s a philosophy that centers on leveraging the institutional knowledge already in place while adding a layer of strategic exploration.

Aldecoa takes the helm at a time when Mang Inasal is already flying high. The recent Brand Finance 2025 report underscored the brand’s strength, recognizing it as the strongest QSR brand in the country.

Furthermore, it ranked 7th among the nation’s strongest brands overall and was listed as the 25th most valuable brand in the Philippines. This is more than just a nod to strong sales; it’s a testament to the enduring customer trust and fierce loyalty the brand commands.

Add to that the distinction of being the most awarded QSR in the country today, and you get the picture: Mang Inasal is a clear leader.

For Aldecoa, however, these honors aren’t a finish line. He sees them as the launchpad for the next major chapter. It suggests he’s not interested in maintenance; he’s focused on exponential growth and industry-wide leadership.

His leadership is anchored by clear, actionable values. He insists on excellence, which means setting high standards and ensuring decisions are executed decisively, not slowly debated.

He cultivates a collaborative spirit, pushing the team to innovate together and work cohesively toward shared goals. Perhaps most importantly in a people-first industry, he leads with empathy, balancing the intense ambition for success with a genuine care for his teams and business partners.

Finally, he champions courage, which is key to his strategy—a willingness to take bold steps and explore opportunities that can truly drive the brand forward.

Since joining, Aldecoa has been busy identifying untapped opportunities and developing strategies to broaden Mang Inasal’s reach and keep it relevant to an increasingly diverse customer base. This means looking at more than just the menu.

He is exploring different ways the brand connects with people—experimenting with new marketing channels and optimizing customer touchpoints to make sure the experience is seamless, whether you’re ordering in-store or through an app.

His determination is to ensure that Mang Inasal continues to resonate with a wide audience while, crucially, never losing sight of the identity that made it a cultural touchstone in the first place.

The core product—the signature grilled inasal offerings—will continue to reach new communities. But the surrounding experience, the marketing initiatives, and the overall business channels are all evolving.

With Aldecoa at the helm, Mang Inasal is poised not only to solidify its already strong position as a market leader but to set new benchmarks for the entire Philippine QSR industry. The brand is projecting an image that is confident, forward-looking, and bold, all while keeping that iconic grilled chicken at the center of the story.