Mang Inasal Returns to Iloilo, Unveils Futuristic 5G Store Design

Mang Inasal, the country’s “Grill Expert” and one of the most successful homegrown restaurant brands, has come full circle with the reopening of its very first branch at Robinsons Place Iloilo.

Brand ambassador Coco Martin joins the Mang Inasal team in reopening the birthplace of the Grill Expert. (Photos: Mang Inasal)

On August 31, 2025, the brand celebrated the blessing and digital relaunch of its original store, first opened in 2003 by founder Edgar “Injap” Sia II. The event was led by Mang Inasal President Mike V. Castro, brand ambassador Coco Martin, and Iloilo City Mayor Raisa Treñas.

The store officially reopened to the public on September 1, marking a milestone that blends Ilonggo tradition with forward-looking innovation.

“This store represents the heart and soul of Mang Inasal,” said Castro.

“From our first grilled chicken to the millions served today, we remain deeply grateful to Iloilo and every customer from around the world who made this journey possible. This reopening is a tribute to our beginnings and a bold step toward the future.”

Ilonggo Heritage, National Pride

Mang Inasal’s name, which translates to “Mr. Barbecue” in Hiligaynon, reflects its roots in Iloilo’s unique culinary tradition.

Unlike Bacolod’s slightly tangy version of inasal, the Ilonggo style is known for its sweeter, almost tocino-like flavor, marinated in calamansi, coconut vinegar, annatto, and spices before being grilled over open flame.

It is this local taste that the brand popularized nationwide through a fast-food format, alongside its pioneering “Unli-Rice” concept.

Today, Mang Inasal operates more than 570 stores across the country under the Jollibee Group, serving millions of Filipinos while remaining anchored in its Ilonggo identity.

Earlier this year, it was named the Strongest Restaurant Brand in the Philippines by Brand Finance, underscoring its enduring consumer connection.

Future-Ready with 5G Store Design

At the heart of the Iloilo reopening is the introduction of Mang Inasal’s 5G (fifth generation) store design, a concept that aims to deliver faster, smarter, and more seamless dining experiences.

Key features include a redesigned kitchen layout, an upgraded Takeout Express Lane, the brand’s first Cashless Express Kiosk, and a Heritage Wall honoring its Iloilo roots.

Mang Inasal’s Iloilo comeback unveils a future-ready 5G store design while paying tribute to its Ilonggo roots. A milestone moment for the brand that turned Chicken Inasal into a nationwide icon.

The relaunch also showcased a Dinagyang-inspired performance and a moving number from the Don Bosco Boys Home Choir, reinforcing the brand’s ties to community and culture.

As Mang Inasal renews its promise of “Unli-Saya” (unlimited fun) for diners nationwide, its return to Iloilo stands as both a tribute to its beginnings and a statement of its intent to shape the future of quick-service dining in the Philippines.