Mang Inasal has always been more than just a dining destination; it is a cultural icon. And with Mari Aldecoa now serving as Head of Marketing and Business Channels, the brand steps confidently into a new era where heritage is honored, identity is sharpened, and innovation takes center stage.
Bringing more than 15 years of experience in transforming major quick-service and consumer brands, Aldecoa has a proven track record of driving relevance and growth. Before joining Mang Inasal, he led Red Ribbon Bakeshop to sustained success, demonstrating his ability to elevate market presence while keeping pace with changing consumer dynamics.
For Aldecoa, the real thrill lies in deepening the brand’s connection with Filipinos and unlocking new possibilities for expansion. “What excites me most about leading Marketing and Business Channels for Mang Inasal is the opportunity to build on an already powerful brand 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,” he shares.
Collaboration and continuous discovery are central to his approach. “I’m truly looking forward to working closely with the team that has brought Mang Inasal to where it is today, a team that understands the brand’s DNA and its customers. Together, we can fortify our core while exploring new occasions for the brand to excel and stay accessible,” Aldecoa adds.
Under his leadership, Mang Inasal is not just innovating; it is redefining standards in the Philippine QSR industry. According to the Brand Finance 2025 report, Mang Inasal is the strongest QSR brand in the country and ranks seventh among the Philippines’ strongest brands overall, supported by robust sales growth, solid customer trust, and unwavering loyalty. The report also names Mang Inasal as the 25th most valuable brand in the nation. On top of this, Mang Inasal remains the most awarded QSR brand in the Philippines today. To Aldecoa, these accolades are not simply achievements; they serve as the springboard for the brand’s next chapter.
Aldecoa’s leadership is guided by core values that shape both his management style and the brand’s direction: excellence, collaboration, empathy, and courage. He sets high standards, encourages innovation through teamwork, leads with care and understanding, and embraces bold decisions that drive progress.
Since stepping into his role, Aldecoa has focused on identifying untapped opportunities to broaden Mang Inasal’s reach and relevance. From testing new marketing channels to deepening customer engagement across touchpoints, he is committed to ensuring the brand continues to resonate widely while staying true to its roots.
With Aldecoa steering the way, Mang Inasal is primed not only to reinforce its position as a market leader but also to establish new industry benchmarks. Its beloved grilled offerings are reaching more communities, and its marketing is evolving with a confident, forward-looking, and daring spirit.
