He will go down in the
Philippine restaurant history where the number 1 fast food chain in the
Philippines- Jollibee felt threatened by his inasal na manok food chain of
restaurants.
Then who is the genius
man who made Jollibee think that it was a threat to its world famous chicken
joy?
His name is Edgar “Injap” Sia II,
(photo credit to owner)
Decmber 12, 2003, he
decided to open his first branch in the most unlikely place- in a 3-year-old
unoccupied space in Robinson’s Mall Carpark in Iloilo.
According to business consultant Butz Bartolome,
Sia capitalized on finding the best talents in his community. “He was oozing
with passion and full of confidence. He had a dream in his mind. He put his
studies at stake and accepted that fact. He compensated [for his lack of education]
by tapping the best in the community,” Bartolome told RAPPLER.
A big help to his local community
Then, without any track record as a
successful businessman, a lot of suppliers turned him when h was just starting
up his business. This was a challenged he faced on by scouting suppliers in wet
markets as well as cooperatives in Iloilo.
(photo credit to owner)
Today, the most
famous barbecue chain in the country helps in alleviating the unemployment rate
in the Philippines. Utilizing banana leaves sourced from communities in
Guimaras Island and bamboo sticks supplied by several cooperatives in Iloilo,
Mang Inasal gave endless opportunities to people who helped build the empire.
(photo credit to owner)
“He could have sold
100%. He could have lived a lifestyle. But he has learned to give back and
share to the community which had returned to him the favor [when he was
starting],” Bartolome explained.
The “Unli Rice”
concept made him a hit in Manila
With 26 branches
already operating in Visayas and Mindanao, Sia decided to open his first branch
in the country’s “make or break” city Manila in 2006.
Being a rice loving
country, it was rice that captured the Manila market.
During a rice
shortage in the country in 2006, Sia decided to do the unthinkable and offered
the “Unli Rice” promo to Mang Inasal customers. The genius move, which was
supposed to run for two months, attracted more customers. Today, Mang Inasal is
best-known for this promo.
The Mang Inasal Empire
 |
| (photo credit to owner) |
With over 460 stores
as of March 2014, Mang Inasal is deemed as one of the largest and
fastest-growing food companies in the country.
The restaurant
specializing in grilled chicken became so successful that the Philippines’
biggest food company Jollibee Food Corporation decided to buy 70% of the
company for a whopping P3 billion in October 2010.
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