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Edgar 'Injap' Sia II founded the popular Filipino barbecue chain Mang Inasal in 2003 in Iloilo City. He opened his first location in an unoccupied space in a mall parking garage. Through offering promotions like "Unli Rice" during a rice shortage, Mang Inasal grew rapidly and became very successful. In 2010, Jollibee Foods Corporation acquired a 70% stake in Mang Inasal for $68 million USD, and in 2016 acquired the remaining 30% for $41 million USD, allowing Sia to profit $109 million USD total. Sia also founded the real estate company DoubleDragon Properties Corp and hotel chain Hotel 101, diversifying his business interests beyond

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Lalee Khosla
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26 views

Tle Report

Edgar 'Injap' Sia II founded the popular Filipino barbecue chain Mang Inasal in 2003 in Iloilo City. He opened his first location in an unoccupied space in a mall parking garage. Through offering promotions like "Unli Rice" during a rice shortage, Mang Inasal grew rapidly and became very successful. In 2010, Jollibee Foods Corporation acquired a 70% stake in Mang Inasal for $68 million USD, and in 2016 acquired the remaining 30% for $41 million USD, allowing Sia to profit $109 million USD total. Sia also founded the real estate company DoubleDragon Properties Corp and hotel chain Hotel 101, diversifying his business interests beyond

Uploaded by

Lalee Khosla
Copyright
© © All Rights Reserved
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Edgar ‘Injap’ Sia II was born in Iloilo City in July 19, 1977 and grew up in Roxas City, Capiz

province. He
is the eldest of three siblings. He had his elementary, high school, and college education all in the
province. He originally planned to become an architect but then dropped out of college (University of
San Agustin in Iloilo City) to focus more on his business, but he strongly believed that his provincial
background having the grassroots knowledge that he learned on the ground can become his advantage.
Sia co-founded the barbecue chain Mang Inasal in Iloilo City in 2003. In seven years, Mang Inasal grew to
338 branches nationwide, before being acquired by Jollibee in 2010. In addition to Mang Inasal, Sia co-
founded DoubleDragon Properties Corp., a real estate development company. DoubleDragon is known
for developing various commercial and retail properties, including shopping malls and office buildings.

On December 12, 2003, the billionaire who founded the popular Filipino barbecue chain Mang Inasal
established his first branch in the most unlikely place in a 3-year-old unoccupied space in Robinsons Mall
Carpark in Iiloilo, his hometown. Due of his lack of track record, a number of suppliers turned Sia down
while he was still starting up his business. This prompted Sia to scout for suppliers in wet markets as well
as cooperatives in his community in Iloilo. Today, the most famous barbecue chain in the country helps
in alleviating the unemployment rate in the Philippines. Utilizing banana leaves sourced from
communities in Guimaras Island and bamboo sticks supplied by several cooperatives in Iloilo, Mang
Inasal gave endless opportunities to people who helped build the empire. After establishing 26 branches
in Visayas and Mindanao, Sia finally decided to open his first outlet in the country's "make-or-break" city
Manila in 2006.

So how exactly did Mang Inasal capture the hearts of Metro Manila consumers amidst numerous
competitors? Rice, the staple food for Pinoys, was the answer for Sia. During a rice shortage in the
country in 2006, Sia decided to do the unthinkable and offered the "Unli Rice" promo to Mang Inasal
customers. The big move, which was supposed to run for two months, attracted more customers.

Today, Mang Inasal is best-known for this promo. Almost a decade after making a life-changing decision,
Sia makes it to Forbes List of 40 Richest Filipinos. The restaurant took off. When Tony Caktiong heard
about Sia’s burgeoning business, he decided to buy Mang Inasal for a total of P5 billion

in October 2010 that Jollibee Foods Corporation acquired 70% of Mang Inasal for p3 Billion Pesos ($68m
USD), and in April 2016 he sold the remaining 30% of Mang Inasal to Jollibee for p2 Billion Pesos ($41m
USD). Enabling him to cash in a total of p5 Billion pesos ($109m USD) from the Mang Inasal business
venture that he started from a simple restaurant.

Edgar Sia is also associated with Hotel 101, a hotel chain that offers affordable accommodations in
various locations in the Philippines. The primary reason for the sale was to take advantage of the growth
opportunities and synergies offered by merging with Jollibee, one of the largest and most successful
fast-food chains in the Philippines. Selling Mang Inasal to Jollibee allowed Edgar Sia to access Jollibee's
extensive resources, expertise, and distribution networks, which could further accelerate the expansion
of the Mang Inasal brand. Additionally, it allowed him to diversify his business interests beyond the
restaurant industry, particularly in real estate through DoubleDragon Properties.

Owning and operating a restaurant chain like Mang Inasal, or any business, comes with its fair share of
challenges and struggles. Here are some common challenges that restaurant owners, including those
running Mang Inasal, may face. The restaurant industry is highly competitive. Maintaining a unique
selling proposition and staying ahead of competitors can be a constant challenges
-Ensuring consistent quality in food and service across multiple locations can be challenging. Customers
expect the same experience at every branch.

-Supply Chain Issues

- Sourcing quality ingredients at reasonable prices and managing the supply chain efficiently can be a
logistical challenge.

-Labor Management

- Hiring, training, and retaining skilled staff in the restaurant industry can be difficult. High turnover rates
are common, and finding reliable and committed employees can be a struggle.

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