THE SUCCES BEHIND THE FAST GROWING

MANG INASAL RESTAURANT

SCHOOL YEAR 2012-2013
A BUSINESS PROPOSAL
PRESENTED TO THE
COLLEGE OF BUSINESS ADMINISTRATION
IN PARTIAL FULFILLMENT
OF THE REQUIREMENTS FOR THE SUBJECT
INTRODUCTION TO RESEARCH
MEMBERS
Icar! L"#ar$ E%
%
Ga&'(')! Mar'cr'( M%
Ma*('#! Ma+')a A%
S'),&'#a! Mar-a### R%
Marc. 2013
I% E+"c/0'1" S/))ar-
The GLIMS team composed of Leonardo Icaro, Maricris Galisim, , Maxima
Magsino and Mary Ann Simplina has formalized a thesis paper for answering the question !ow
does Mang Inasal"s from a small food cart into a successful fastest growing restaurant# The
paper was created to pass the su$%ect in &'S ( or Introduction to &esearch# As in the field of
)usiness, this research has a $ig contri$ution to us $ecause during the entire research, the
team has o$ser*ed and seen some tips on how to $ecome a successful fastest growing
company#
Mang Inasal +hilippines Incorporation was the chosen company of our team as
we could see more potential for the restaurant to $e one of the successful franchise phenomena
in the +hilippines# Mang Inasal $ecame the $est choice for our research to ,now more the
success $ehind the restaurant# The team $ecame more eager to accomplish the said pro%ect as
we $ecame more familiar to the *ictory of Mang Inasal# !owe*er, some $usiness profession
may find the solution $ut not necessary for all, that"s why we, the GLIMS team came up for the
formalization of the pro%ect#
In the entire duration of the research, we ha*e seen the success $ehind the fast
growing Mang Inasal &estaurant# -e"*e done this through searching in the internet all a$out the
said restaurant and through the inter*iewed of one of the manager in Mang Inasal restaurasnt,
Mr# .rly /a$ito, who cooperate and patiently answer our questions a$out their restaurant#
0sage of this research will help us to ,now the important things on how to $ecome successful
growing company#
Mang Inasal +hilippines Incorporation is +hilippine"s fastest growing $ar$eque
fast food chain# It ser*es chic,en, por, $ar$eque and other +inoy products# It specializes in
1hic,en Inasal# It was first esta$lish on 2ecem$er (3, 3445 in Iloilo 1ity# It has additional offices
in Luzon, 6isayas and Mindanao# 1urrently, there are 778 $ranches nationwide and with o*er
(4,444 employees system wide# Mang Inasal is doing its share in alle*iating the unemployment
$urden of the country# The presence of e*ery Mang Inasal in a certain area pro*ides not only
employment $ut also opportunities to community mem$ers including suppliers of ,alamansi,
charcoal, $anana lea*es, *egeta$les, $am$oo stic,s, and other ingredients# It also indirectly
gi*es income9 generating too many# As of :o*em$er 33, 34(4, Mang Inasal +hilippines, Inc#
operates as a su$sidiary of ;olli$ee /oods 1orp#
The team has formalized a thesis paper to answer the following questions
(# !ow did Mang Inasal"s $ecame a successful, fastest growing restaurant<
3# -hat ma,es Mang Inasal different from other fast foods<
5# -hat is the difference of GLIMS $ranch from the other Mang Inasal $ranches<
7# Is the location suita$le<
8 -hat strategies do they use to reach this far<
P.#"2
=5 55 84> ?444
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Mang Inasal is the fastest growing $ar$eque fast food chain# It was first esta$lished on
2ecem$er (3, 3445 in Iloilo 1ity#
Mang Inasal is gearing towards 844 strong store networ,s $y 34(3# Apart from the usual
food presentations of multinational food company copycats, Mang Inasal endea*ors to adhere
to elements that $ear a distincti*ely +inoy stamp9grilling with charcoal, rice wrapped in $anana
lea*es, a marinade concocted out of local spices and her$s, $am$oo stic,s for s,ewers, and
the am$iance that encourages ,inamot @the ilonggo term in eating with the handsA whene*er
chic,en inasal is ser*ed# All these e*o,e a rush of nostalgia for tradition, culture, and most of all,
!ome#
Mang Inasal has steadily grown since it offered franchising# It has $ranches in )acolod,
Iloilo, &oxas, Metro Manila, 1e$u, 2a*ao, Bali$o, Tarlac, )oracay, Antique, Mindoro, )atangas,
+ampanga, General Santos, Tuguegarao, Iligan, )ulacan, 1a*ite, )aguio, Laguna, +ana$o,
1agayan 2e .ro, Lucena Surigao, +alawan, Agusan 2el Sur, Mala$on, Cam$oanga +agadian,
Boronadal, &izal, +angasinan, 2ipolog, La 0nion, .zamiz, Ba$an,alan#
1urrently, there are 778 $ranches nationwide and with o*er (4,444 employees system
wide# Mang Inasal is doing its share in alle*iating the unemployment $urden of the country# The
presence of e*ery Mang Inasal in a certain area pro*ides not only employment $ut also
opportunities to community mem$ers including suppliers of ,alamansi, charcoal, $anana lea*es,
*egeta$les, $am$oo stic,s, and other ingredients# It also indirectly gi*es income 9 generating
acti*ities to many#
In Mang Inasal, D+inagsi,apan naming laging ma$ilis, laging masarap, at laging a$ot9
,ayaD so that the +inoy can truly say, DBum$insingEF
H'(0r-
'dgar Sia II engaged in $usiness at twenty years of age# !e opened the first $ranch in
2ecem$er 3445 at the &o$insonGs Mall 1arpar,9Iloilo# The restaurant was instantly successful
that it spread throughout most of the 6isayas, to Mindanao, and then Metro Manila# It applied for
franchise a couple of years later#
)y 344?, Mang Inasal opened one hundred stores#
In .cto$er 34(4, H4I of Mang Inasal was acquired $y ;olli$ee /oods 1orporation for +5 $illion
@J=>#> millionA#
5'('#
To $e the preferred quic, ser*ice restaurant of e*ery pinoy e*erywhereE
M'(('#
To consistently pro*ide a great pinoy dining experience#
II% PRODUCT AND SER5ICES
.ther than reasona$le prices and unlimited rice# Mang Inasal $est ,nown for
their chic,en $ar$eque or chic,en inasal and other /ilipino specialties# The tender grilled
chic,en $ar$ecue is so %uicy that it lea*es wonderful concoctions of fla*ors in the mouth#
1hic,en inasal is $est en%oyed when dipped in a special $lend of *inegar, soy sauce, calamansi,
and chili#
Mang inasal %ust recently introduced a well9,nown and fa*orite /ilipino food# The
famous K+ansitF )ihon is the one of the specialty of mang inasal# A delicious +ansit )ihon is %ust
7? pesos only#
GLIMS6 NEW MENU


B""4 7/&a& B/&a& (0"a8
GLIMS offer a new product that /ilipino will lo*e it# )ulalo is considered to $e one
of the most fa*orite main dishes in the +hilippines so that, GLIMS offer a new specialty of $ulalo
$ecause it"s easy to get an attention in the customer# )ulalo Stea, is a dish made out of $eef
shan,s which is tenderized $y $oiling together with her$s and spices then placed on a sizzling
plate together with rich $rown gra*y# )eef )ulalo is ran,ed as one of the top :ilaga @$oiledA
dishes in the +hilippines due to its rich taste and *ery satisfying $roth# 0nli,e others, li,e
:ilagang )a,a of )eef Soup )ones, which are either too $ony with not enough meat or too
meaty with not enough $one# The price of our )ulalo is *ery afforda$le# )eef )ulalo is %ust fifty
pesos @+hp (84A and the )ulalo stea, is se*enty fi*e pesos @+hp (34A#
S"r1'c"(
PRICE
+roduct of Mang inasal priced in a way that highlights *alue the same time will
afforda$le to its customers# Mang inasal creati*ely compares the price of their products to the
competitors to $e a$le to deri*e the afforda$ility of the products# The strategy of Mang Inasal"s
unlimited rice gi*es the consumer to thin, the KsulitF meal or getting more for what they pay for#
Mang Inasal allows )ul, orders, deli*ery and gift certificate that will satisfy customer needs#
III% Tar*"0 Mar8"0
:ormal percentage of approximate potential customer
(37,(H8 at (#8I L (,>H4#3H8 9 H'*."(0
(37,H(8 at #8I L =35#8H8 - L3"(0
Generally, customers who are near in target location are the target customers of
the $usiness# Target customers are a group of customers that the $usiness has decided to aim
its mar,eting efforts and efforts and ultimately its merchandise to wards#
The target customers of the $usiness
in terms of location are households, students, those
people who *isit and people that also li*e in
1omem$o# )ased from the researchers" initial
assumption, Mang Inasal would $e one of the top
dining choices of the customers $ecause of its
a*aila$ility of +inoy meals that set it apart from most
of its existing competitors at afforda$le prices#
)arangay 1omem$o (7,755
+em$o 99!000
-est &em$o 2:!90;
'ast &em$o 2;!933
&izal 9!993
T.TAL 129!<1= P,/&a0'#
The target customers of Mang Inasal referring to the !ead of the family and
$readwinner a*erage incomeM of (5,444 N 34,444 38978 years old, middle class, $oth male and
female with an a*erage income that has an acti*e lifestyle#
(37 a*erage $ulalo O stea,s at @(34 O (84P3A L (58 php
O 7?? a*erage )ar$eque 1hic,en at ??
;23
(58 x (37 potential customer L (=,H74
?? x 7?? potential customer L O 7?, 74(
Gr(( (a&"( ;;!191 P.,
I5% Mar8"0 R"("arc. a#$ A#a&-('(
W.- C)")7! Ma8a0'>
+utting up a $usiness at 1omem$o is an opportunity for the $usiness its continuous
sales growth since the target location is continuously expanding in e*ery $usiness industry and
one of those is food industry# There is a continuous demand $ecause 1omem$o is prepared to
pro*ide an en*ironment where residences, offices, schools are within wal,ing distance of one
another# The master plan of 1omem$o resulted to more efficient traffic flows for *ehicles# This
ad*antage will allow residents and other locators to spend quality time with their family, on the
*arious interest and ho$$ies and life#
The $arangay promotes people oriented go*ernance through education and constant
interaction with all sectors of the community, thus achie*ing a progressi*e and well $alanced
en*ironment suited for $usiness and li*ing#
Ma8a0' C'0-
Ma,ati 1ity is a highly ur$anized city located in the northeast section of Metro ManilaM it
is now an important residential, commercial, industrial and $usiness center# The total land area
is 3H#5= sq#,m#, it constitutes 7#5 I of Metro ManilaGs total land area# To date it has a total of
=3,>H> commercial and industrial esta$lishments which include 7= head offices of $an,s, (4
ma%or IT companies, 3H contact centers, 87 em$assies, 58 consulates, 3?4( restaurants, = fi*e9
star hotels and eight shopping malls in the city, thus strengthened its $id to $ecome the K0r$an
Tourism 1apitalF of the +hilippines#
The total population of Ma,ati is 83?,45? residents $ased on the 34(4 census, ran,s
ninth in population size within Metro Manila Municipalities# There are 3 congressional 2istrict
with 55 $arangays# The estimated daytime population is 5#H million during wor, days, as people
from other parts of Metro Manila and near$y pro*inces go and pass Ma,ati to wor,, do $usiness
or shop# The population $y Age of Ma,ati 1ity is 57I younger and =7I older, well educated
and more li,ely to $e employed in s,illed or daily9wage %o$s than the Metro Manila a*erage#
Most people who li*e in )arangay 1omem$o are mostly the target mar,et of the
$usiness# Since )arangay 1omem$o has the (5
th
highest population out of 55 $arangays, it is
good to put up a $usiness where the target mar,et is near# It is a good opportunity to the
$usiness to $e surrounded with a $ig population in the target location#
J%P% R'?a& E+0"#('# C)")7! Ma8a0' C'0-
)arangay 1omem$o is located at the northeastern part of /ort )onifacio# The name
1.M'M). is an acronym of the 1om$at 'nlisted Men"s )arrio, historically deri*ed from the
pioneering unit, the 84(
st
1om$at 'ngineers Group of the +hilippine Army that de*elop the area
in (?8H when it was constituted into a $arrio# The total Land area is =( hectares#
The +redominant 'conomic Acti*ities of 1omem$o are construction supplies and
hardware, *ideo shops, $an,s and lending institution, sari9sari stores, $ar$er shops, aluminum
and glass fa$rication, $a,eries, pawnshops, drugstore and &estaurants# Ma%or )usiness
'sta$lishments are 1how,ing, B/1, Mister 2onut and Goldiloc,s#
)arangay 1omem$o is intended to capitalize on the strong growth consumer spending
that is $eing dri*en $y the expansion of the middle9class and growing population with
demographics getting younger as well as the area near$y li,e +ateros# This target mar,et
includes 5 storey $uilding )arangay !all, households, high school and college students
@particularly from )enigno K:inoyF Aquino !igh School and Infotech 1omputer Learning 1enterA
and employees from )+I and Insular Sa*ings )an,s whose wor,ing area is around from the
*icinity#
)ased on the study, there is no Mang Inasal in )arangay 1omem$o# The researchers
came up with the study to ha*e Mang Inasal in the said place# Since most of the middle class
*isits 1omem$o wet and dry mar,et and 0nimec Supermar,et# It is afforda$le for them to eat at
Mang Inasal, especially the non residents that are passing $y at ;#+ &izal 'xtension#
MAIN COMPETITORS
.ur main competitors in this segment are any fast food chain within the 84 meter along
the ;#+# &izal 'xtension# In our location there are B/1 and 1how,ing#
@FC
Location
;# +# &izal 'xtention 1omem$o, Ma,ati 1ity
A$out this &estaurant
Is a fast food restaurant chain headquartered in Louis*ille, Bentuc,y, 0nited States,
which specializes in fried chic,en# It is the worldGs largest fried chic,en chain and the second
largest restaurant chain o*erall after Mc2onaldGs, with o*er (H,444 outlets in (48 countries and
territories as of 2ecem$er 34((#
Signature 2ishes
1hic,en Strips, 1olonel )urger, !ot and 1rispy, !ot Shots, .riginal &ecipe Bentuc,y /ried
1hic,en, Cinger
CHOW@ING
Loacation
0ni9M'1 Sampaguita St# 1omem$o Ma,ati 1ity
A$out this &estaurant
1how,ing pioneered the quic,9ser*ice .riental restaurant concept in the +hilippines
which com$ines the -estern fast9food ser*ice and the delicious taste of 1hinese food in
.riental restaurants#
Signature 2ishes
)eef -anton, /ried 2umplings, !alo9halo, BingGs 1ongee, Lumpiang Shanghai,
Shanghai Lauriat
MAR@ET TRENDS
+hilippine fast food outlets en%oyed growth of ?I in 34(4, with consumer"s demand for
*alue9for9money dri*ing sales#-ithin this segment, chic,en fast food saw the greatest growth in
*alue sales, with an impressi*e 35Iincrease in sales for 34(4# The domestic chain KMang
InasalF was the segment dri*er, due to its aggressi*e expansions#
'uromonitor forecasts the greatest growth in this segment to $e chained, chic,en fast
food outlets, which are expected to experience 7=#?I *alue growth from 34(4 to 34(8# 1hained
con*enience store fast food will ha*e the next largest *alue growth o*er the same period, with
3H#=I#
5'c'#'0- Ma,

5% Mar8"0'#* S0ra0"*-
The purpose of putting this ,ind of $usiness is to ser*e a *ariety of food for the
customers# It will primarily answer their undying needs, $y means of pro*iding them selection of
/ilipino dishes made $y the company#
Ser*ice 2ifferentiation
The main food that the company offers is grilled chic,en# They also ha*e Grilled
+or,, )angus, 1hic,en /eet, -ings, +echo, Li*er and )aticulon, /ish and +or, Sinigang,
)atchoy, )ihon, +ancit Molo, +inoy )urger, +inoy Mirienda, +inoy +anamis, +inoy +ampagana,
and more# Since we all ,now that there are lots of companies that offer the same product, we
will stri*e hard in impro*ing, adding or de*eloping products that will surely satisfy the needs and
wants of the target customers with different taste and preferences#
Mang Inasal is a nationwide fast food ser*es Malls, near L&T and M&T stations,
near$y offices and schools of Luzon, 6isayas and Mindanao# :ationwide food deli*ery ser*ice
to your home, school and offices, and phone orders 1ash transaction#
+ositioning Strategy
Mang Inasal offer new dish that will surely target the /ilipino taste, )ulalo Stea,
and )eef )ulalo# It has a great taste that you will ne*er forget# It also ser*es in a large size and
afforda$le price with unlimited rice and soup# -e pro*ide and ser*ices that our *alued
customers are waiting for#
Ad*ertisement and Sales +romotions
To introduce product to target mar,et, different mar,eting strategies and
promotions should $e considered# It plays a *ery important role in e*eryone"s $usiness#
Leaflets, distri$uted to *arious $usiness esta$lishments and offices will tal, a$out the ongoing
promotion so that the expected customer $ecome aware of it# -e will offer promos to attract
customers through posters or tarpaulins, displayed on the store#
Mang Inasal is $ar$eque fast foods that ha*e +a$orito Meals, Sulit Meals and
Merienda Meals &anges from 7?9?? pesos# All ages can afford the price of the meal with
unlimited rice and unlimited soup# .ne can treat all $ar,ada and family in the price of *alue
meal#
5I2 Or*a#'?a0'# a#$ S0a44'#*
Or*a#'?a0'#a& C.ar0
).A&2 ./ 2I&'1T.&S
Mang Inasal
Philippines
Incorporation
Mang Inasal
Philippines
Incorporation
GLIMS FOOD
CORPORATIO
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GLIMS FOOD
CORPORATIO
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AREA
MANAGE
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AREA
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STORE
MANAGE
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STORE
MANAGE
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MANAGERS
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ADMINISTRATION
ASSISTANT
STORE
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SECRIT
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DINNING
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DISPATCH
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CRE!
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+resident
6ice +resident
Or*a#'?a0'#a& S0r/c0/r"
Si&plina' Mar(
Ann R)
Board of
Directors
Icaro' Leonar*o
E)
Magsino' Ma+i&a
A)
STAFF FUNCTION
NO% OF
EMPLOYEE
Ar"a Ma#*"r
!as o*erall responsi$ility for
all company"s stores in a large
area# These includes
deli*ering growth, maximizing
sales and profita$ility,
pro*iding team with a
stimulating and supporti*e
en*ironment, maintaining and
increasing standards of
customer ser*ice and other
areas across the shops,
dri*ing team performance and
controlling training and
de*elopment of staff#
(
S0r" Ma#a*"r
&esponsi$le for ensuring the
products and ser*ices satisfy
the needs and desires of the
customer#
(
Ma#a*"r
&esponsi$le for planning and
directing the wor, of a group
of indi*iduals, monitoring their
wor, and ta,ing correcti*e
action when necessary#
(
A$)'#'(0ra0'#
A(('(0a#0
&esponsi$le of paper wor,s
li,e permits and payrolls or the
$ranch#
(
C/#0"r Cr"3
Assist their customers" orders
and handle payment
5
D'##'#* Cr"3
Gi*es order to the customer,
collect and ta,ing $ac, dirty
dishes to the ,itchen#
8
Gr'&& Cr"3
&esponsi$le in the grill station
to grill coo, wor,#
5
D'(,a0c.A Q/a&'0-
C#0r&
6erifies that the food met the
requirements for quality and
quantity#
5
@'0c."# Cr"3
&esponsi$le for preparing
foods to the customer
7
U0'&'0- Cr"3
&esponsi$le for cleaning the
floor $y sweeping, mapping,
*acuuming or scru$$ing and
always ma,e sure that the
restrooms are clean#
3
5III% FINANCIAL PLAN
GLIMS CORPORATION
I#c)" S0a0")"#0
PROJECTED YEAR
2013 2019 201= 201; 201<
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