Mang Inasal appoints Mari Aldecoa to drive the next phase of brand growth

Mang Inasal is gearing up for a new chapter as industry veteran Mari Aldecoa (pictured) takes the reins as head of marketing and business channels, signalling a shift towards bolder storytelling, sharper brand definition, and wider market reach.

Aldecoa joins the barbecue giant with more than 15 years of experience across quick-service restaurants and FMCG, having previously driven sustained growth at Red Ribbon Bakeshop. His track record in strengthening brand presence positions him as a strategic addition at a time when Mang Inasal is enjoying record momentum.

“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 said in a release.

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That vision hinges on collaboration and a deeper understanding of the customer. “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 added.

Mang Inasal enters this new phase off the back of strong industry validation. According to the Brand Finance 2025 report, it is now the strongest QSR brand in the Philippines, ranking seventh among the country’s strongest brands overall and 25th in terms of brand value. The company also holds the distinction of being the most awarded QSR in the nation, reflecting consumer trust, consistent sales growth, and an increasingly loyal fan base.

For Aldecoa, the new mandate is to diversify the brand’s touchpoints, experiment with emerging channels, and expand Mang Inasal’s presence while staying rooted in the heritage that made it a cultural favourite. His leadership philosophy - anchored in excellence, collaboration, empathy, and courage - underpins this direction and shapes how the marketing organisation will operate.

Since stepping in, he has prioritised uncovering untapped growth vectors and nurturing initiatives that ensure Mang Inasal remains both contemporary and distinctly Filipino. The goal is a marketing path that seeks to be more visible, more connected, and more ambitious, all while keeping the brand’s identity intact.

Mang Inasal is also preparing to strengthen its market leadership and push new boundaries within the Philippine QSR landscape. Its hallmark grilled offerings continue to expand into more communities, supported by campaigns designed to engage a new generation of diners, the company said.

Part of the Jollibee Group, Mang Inasal operates more than 500 stores across the Philippines, according to its website. In 2022, it launched Mang Inasal Nation, the country’s first restaurant-managed social community, which now has more than 300,000 members.

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