Business
How an Honest-to-Goodness, “Self-Roasting” Tagline Attracts Curious, Hungry Customers
When it comes to making attention-grabbing business names, trust Filipinos—with their wit and ingenuity—to come up with often humorous store labels. But in the curious case of Uling Roasters, it was their intriguing, honest-to-goodness tagline that attracted consumers to try out their charcoal-grilled offerings.
Di “raw” masyadongmasarap, peropwedena
First featured on an Uling Roasters store in Los Baños, Laguna, the confusing and”honest”one-liner quickly caught the attention of passersby, including local blog site WhenInManila, which shared a snapshot of the store sign on its Facebook page. It spread like wildfire in the internet, creating buzz and conversations fueled by positive testimonials from loyal customers. A similar photo was also shared in the “Narinigkosa UP” Facebook page.
Going against the grain
The initial tagline idea was the brainchild of Ronald Mascariñas, president of Bounty Agro Ventures Inc. which operates Uling Roasters’171outlets nationwide. “We wanted to produce something that could be talked about and go viral so we went against the grain,” said Mascariñas.”Everybody else claim they’re ‘masarap‘ and number one, but that’s not entirely true. Thus, we went ahead with an honest-to-goodness statement, triggering curiosity for people to try our products so they can truly judge them on their own.”
Plans are currently underway to renovate existing stores to reflect the new look and tagline.
Uling Roasters offers charcoal roasted chicken and meat products for off-premise consumption. Aside from its tagline, the store is equally famous among patrons for its litsonmanok in Inasalflavour and its unique anghang-asim house specialty, Uling Roasters Special. Other products include PritsongManok and InihawnaLiempo.
Read that again.The very first sighting of the playful, “self-roasting” Uling Roasters tagline at the Los Baños, Laguna outlet. Photo lifted from WhenInManila official Facebook page.
As part of the revamping of Uling Roasters stores, theMiag-ao branch in Iloilo City recently reopened, sporting its now famous tagline.
Sa isang outlet sa Los Baños, Laguna makikita ang nakakatuwang slogan ng Uling Roasters. Photo lifted from WhenInManila official Facebook page.
Ang bagong slogan ay makikita na sa muling pagbubukas ng Uling Roasters Miag-ao outlet sa Iloilo.
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