Uling Roasters began as a takeout kiosk in 2013, introducing its signature “Zamboanga-style Lechon Manok” and quickly building a strong presence across the Visayas and Mindanao regions. It brands itself as a lechon manok with real charcoal taste, delivering a deeply smoky and authentic Filipino roast chicken.
In 2016, the brand launched a playful slogan: “Di ‘raw’ masyadong masarap, pero pwede na.” While it captured public attention, it also risked making the brand seem mediocre. To build a more appetizing image, Uling Roasters briefly pivoted to “Umuusok sa sarap.” By 2020, they pushed the narrative further with campaigns like “Masarap ‘to. Seryoso ako.” and “Sumobra sa sarap, pasensya na!”—both anchored by comedian and athlete Benjie Paras. As the pandemic hit, the brand adapted swiftly, positioning itself around health with the slogan “UR healthy lechon manok.”
Today, Uling Roasters has embraced its origins by returning to its most iconic, self-deprecating tagline: “Di ‘raw’ masyadong masarap, pero pwede na.”
