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Goodbye Ilonggo pride: Jollibee acquires Mang Inasal

Now it can be told that Jollibee felt the pressure brought about by this proudly Ilonggo fast-food chain, Mang Inasal. The former bought 70% of the latter for a whopping PhP3 billion pesos. When this news broke out (we were informed by another big Ilonggo businessman), I literally felt blood drained off me. For years, Mang Inasal, had been a symbol of pride for the Ilonggos, which despite protests and criticisms (from bitter inasal lovers across), it has proven them wrong. It has opened a hundred branches a year in the last two years. As of this time, it already has reached its quota as it already has 303 branches more than two months before its supposed deadline.

It has been told that when Mang Inasal started, the owner just picked up a generic inasal maker in front of one of the hospitals in Iloilo City. (Hospital “frontages” here in Iloilo (and elsewhere) have this fly by night food stalls that includes inasalans). He served a generic inasal and when money poured in the taste and the resto developed into what it is today. I easily noticed that the flavour of the inasal served before was very different than it is now. It went from not being like to one of my favorites.

Anyway, this recent acquisition is one of the biggest happenings in the Philippines business scene in recent months and can become one of the highlights of the year. But it based on the initial reactions I gathered online, this move was not met with praise by the Ilonggos that for years have rallied behind the success of Mang Inasal. It seems pride has been bought and it surrendered without a big fight. The fact the one of the subsidiaries of Jollibee , Chowking, is the one feeling the heat and the fast-food giant itself has launched (and relaunched many times) a counter product, chicken barbecue which to some tasted like burnt wood. No I don’t hate Jollibee – I love their spaghetti, hotdogs, Champ, palabok, dessert lines, but this buy out made me resent the move.

So what made this move possible? I have been told that Injap wanted it to last even more than his lifetime and leaning on a more established partner would definitely do so, as he thought. Advertisements, bigger organizational advantage and Im sure international branches were part of the offer that he can’t refuse. My April Fool joke of Mang Inasal opening in Hong Kong might be coming true in the end. A rejoice for the OFWs who yearn for more native fast food nearer to where they are

But what’s in store for the current and possible franchisees? Obviously higher fees – from a very reliable source, from the current PhP7 million it will see double at PhP 14 million, as the complete acquisition nears. But knowing how Jollibee has survived and become the biggest food conglomerate in the country, it would be worth it or will it be? Only time can tell.

But now I have to tell you, make the most of Mang Inasal has to offer now before changes will happen soon. That is order more and more rice!


Read more about

Jollibee's acquisition of Mang Inasal

and

INJAPs statement to his Mang Inasal Family

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