Media Release: Mang Inasal Named 2025 Top Brand in the Philippines, Proving Grilled Chicken Still Wins Hearts

The Philippines’ Grill Expert takes home Top Brand honours in the QSR Grilled Category from Influential Brands®

Manila, Philippines — There’s a reason the smell of grilling chicken over charcoal can stop a Filipino in their tracks, and Mang Inasal has spent years turning that reason into a nationwide institution. The brand has been named the 2025 Top Brand in the Philippines under the QSR Grilled Category by Influential Brands®, cementing its position as the country’s go-to name for Ihaw-Sarap flavours and unapologetically generous rice servings.

It’s the kind of recognition that doesn’t just measure sales figures. The award highlights Mang Inasal’s strong connection with Filipino consumers and its lasting influence on dining culture, particularly its role in bringing grilled favourites to everyday meals and celebrations, whether that’s a quick lunch break or a full family gathering.

More Than a Meal, a Filipino Tradition

Ask any Filipino what Unli-Rice actually means to them, and you’ll likely get a story, not just an answer. That’s the space Mang Inasal has quietly occupied for years: not just feeding people, but becoming part of how they celebrate, gather and unwind. The Top Brand recognition reflects exactly that, a brand that has moved beyond menu items and become shorthand for a specific kind of Filipino comfort.

“We are truly honored for Mang Inasal to be recognized as the 2025 Top Brand for the QSR Grilled category. This recognition reflects the continued trust and love of our customers who have made Mang Inasal part of their everyday celebrations, from simple meals to meaningful moments shared with family and friends,” said Mike V. Castro, President of Mang Inasal.

A Win Built on More Than a Recipe

For Castro, the award isn’t just a brand milestone; it’s a reflection of the people who show up every day to make Mang Inasal work, from the crew grilling over open flame to the teams keeping branches running smoothly nationwide.

“This award represents the passion and commitment of our team who work hard every day, despite evolving business challenges, to deliver the Ihaw-Sarap flavors and Unli-Saya dining experience that Filipinos have come to know and love,” he added.

That acknowledgment matters more than it might seem. The QSR space in the Philippines is famously competitive, crowded with both local favourites and global chains fighting for the same lunch crowd. Standing out in that environment for long enough to earn a Top Brand title takes more than good chicken, it takes consistency, community trust and a workforce that keeps showing up.

Staying Rooted While Reaching Further

Rather than treating the award as a finish line, Mang Inasal is using it as a checkpoint. The brand remains focused on expanding its reach while staying true to its roots, a balancing act that has defined its growth strategy for years: grow the footprint, but never let go of what made people fall in love with the brand in the first place.

The company is committed to bringing more delicious, affordable and proudly Filipino meals to communities across the country, while continuing to innovate and elevate its offerings, ensuring that as the menu evolves, the heart of the brand stays exactly where it started: at the grill.

What the Award Actually Means

Influential Brands® isn’t handing out participation trophies. With an awardee portfolio of over 500 of Asia’s most influential companies, the organisation presents its Top Influential Brand award annually to honour companies from countries including Singapore, Malaysia, Thailand, Indonesia, the Philippines and China, among others, that have significantly shaped consumer preferences and industry benchmarks.

The recognition is given to brands that demonstrate strong brand equity, innovation and sustained customer engagement across a wide range of sectors, making it a meaningful benchmark of brand strength and influence, not just in one country, but across one of the most competitive consumer markets in Asia. For Mang Inasal, it’s proof that the grill hasn’t just kept up. It’s leading.

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