The birthplace of the Philippines’ Grill Expert, Robinsons Place Iloilo, has officially reopened—refreshed, reimagined, and ready for the future.

On Sunday, August 31, 2025, they have celebrated the blessing and digital relaunch of its very first branch, originally opened in 2003, ahead of its grand reopening on September 1. The milestone event was led by MangInasal President Mike V. Castro, brand ambassador Coco Martin, and Iloilo City Vice Mayor Love Baronda, underscoring both the brand’s commitment to innovation and its deep cultural roots.

From a single store in Iloilo founded by Edgar “Injap” Sia II, the Philippines’ grill expert has grown into one of the country’s most successful homegrown brands. Further strengthened by the JFC Group, it has become beloved for its signature Chicken Inasal, Unli-Rice offering, and iconic Ihaw-Sarap (deliciously grilled) dining experience. With over 570 branches nationwide and millions of customers served, it stands as both a Filipino food staple and a symbol of homegrown entrepreneurial success.

Further cementing its industry leadership, it stands tall as the Strongest Restaurant Brand in the Philippines, according to brand valuation agency Brand Finance. This recognition affirms its stature as a true national icon in the quick-service restaurant industry and its enduring connection with Filipino consumers across generations.

“This store represents the heart and soul of MangInasal,” said Castro. “From our first grilled chicken to the millions served today, we remain deeply grateful to Iloilo and every customer from around the world who made this journey possible. This reopening is a tribute to our beginnings and a bold step toward the future.”

A key highlight of the reopening is the introduction of their 5G (fifth generation) store design, a future-ready concept that reflects the brand’s bold commitment to innovation. The 5G store features a more efficient kitchen layout, upgraded Takeout Express, the brand’s first ever Cashless Express Kiosk, and the new MangInasal Heritage Wall, honoring the brand’s Iloilo roots while embracing smarter technology, streamlined service, and digital convenience.

“This 5G store design is our way of making every MangInasal experience faster, smarter, and more delightful for our customers,” added Castro. “We’re excited for more consumers to see and feel this transformation as we roll out similar future-ready stores in the coming months.”

The reopening celebration also featured the unveiling of the Heritage Wall, a Dinagyang-inspired performance, and a heartfelt number by the Don Bosco Boys Home Choir, symbolizing the brand’s community ties and hopeful future.

As it returns to where it all began, MangInasal renews its promise to bring Unli-Saya (unlimited fun) experiences to more diners, whether through dine-in, takeout, drive-thru, or delivery.

From its humble beginnings in Iloilo to its rise as a household name nationwide, it continues to serve more than just great grilled meals. It serves as a story of Filipino pride, bold innovation, and the flavorful journey of a homegrown brand that has become a true national icon.

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