Business
Unlimited Rice Made It a National Favorite: How Mang Inasal Turned a Provincial Grilled Chicken Into a National Brand
Rice is the Philippines' national staple, and Mang Inasal built a nationwide following by serving it unlimited. Putting chicken inasal, a regional grilled dish, at the center, the chain grew to about 600 stores in roughly 20 years. This piece examines the marketing behind that growth.