Manila, Philippines — Mang Inasal, a long-established quick-service restaurant brand in the Philippines, has appointed Mari Aldecoa as head of marketing and business channels, signalling a strategic shift that combines the brand’s heritage with new marketing initiatives.
Aldecoa brings over 15 years of experience in revitalising consumer brands and quick-service restaurant chains. Before joining Mang Inasal, he led Red Ribbon Bakeshop, where he focused on market growth and brand relevance in a competitive sector.
“What excites me most about leading Marketing and Business Channels for Mang Inasal is the opportunity to build on an already powerful brand, one that is deeply loved and performing at its strongest. My role is to take that momentum and elevate it even further, ensuring that Mang Inasal remains both iconic and ever-evolving for the next generation of consumers,” Aldecoa said.
He also highlighted the importance of collaboration and exploration in his new role.
“I am genuinely excited to work alongside the team that has brought Mang Inasal to where it is today, a team that clearly understands the brand’s DNA and its customers. Together, we can strengthen the core while exploring new occasions where the brand can continue to excel and remain accessible,” he added.
Under Aldecoa’s leadership, Mang Inasal has emphasised initiatives aimed at extending its reach and maintaining relevance. These include exploring new marketing channels and customer touchpoints.
Moreover, Aldecoa’s leadership approach is grounded in values of excellence, collaboration, empathy, and courage, guiding both his strategies and team management.
Since assuming his role, he has focused on strategies designed to strengthen the brand’s market position while remaining true to its core identity. According to Aldecoa, this involves balancing innovation with the brand’s established reputation.
With these initiatives, Mang Inasal is aiming to consolidate its market leadership and continue expanding its presence across Philippine communities, while adapting its marketing approach to evolving consumer trends.
