From a Tricycle Grill to an Auckland Dream
From a small charcoal grill on the streets of Bacoor to a permanent shop in the heart of Auckland, this is a story of migration, family, and the courage to begin again.
Long before Mang Joe became a familiar name in Auckland, its story began with a small tricycle, a charcoal grill, and one man's determination to share the flavours of home.
Born and raised in Bacolod—the Chicken Inasal Capital of the Philippines—Mang Joe grew up surrounded by the unmistakable aroma of chicken sizzling over hot charcoal. For him, inasal was never simply food. It carried memories of family, community, and the warmth of gathering around a shared table.
In 2006, he began selling chicken inasal on the streets of Bacoor, Cavite. His setup was simple: a charcoal grill fitted to a tricycle. He had few resources, but he carried a deep passion for food and the hope that more people would discover the flavours he had loved since childhood.
Every chicken he grilled carried a piece of Bacolod—the smoke of the charcoal, the laughter of neighbours, and the pride of where he came from.
Years later, Mang Joe and his family migrated to New Zealand. They arrived without business experience or a clear roadmap. What they brought with them was determination, courage, and the memory of that smoky, savoury inasal.
Starting again in a new country was not easy.
They began by grilling in their backyard using a simple charcoal drum. What started as a small family effort eventually grew into a food truck, taking Mang Joe's inasal to markets, festivals, and community events across Auckland.
There were long days, uncertain weekends, and countless tents raised beneath the New Zealand rain. They learned through experience, made mistakes, faced setbacks, and kept moving forward.
Sale by sale and weekend by weekend, the business slowly grew.
People came for the chicken, but many connected with something deeper—the story of a Filipino family rebuilding its life while proudly keeping the flavours of home alive.
After two years, Mang Joe expanded with a second mobile setup. With one full food truck and one compact system, the family could serve customers at two different events in the same weekend. The flames were growing, and so was the community surrounding them.
A Proud New Chapter
In September 2025, a milestone they had once only imagined finally became real: Mang Joe opened its first permanent shop at the Ponsonby International Food Court.
From a tricycle grill on the streets of Bacoor to a kitchen in the heart of Auckland, Mang Joe's journey has always been about more than chicken inasal.
It is a story of migration, sacrifice, family, and the courage to begin again. It is also a proud reminder that no dream is too small when it is carried forward with resilience and purpose.
Today, every plate served by Mang Joe carries the taste of Bacolod, the warmth of Filipino hospitality, and the story of a family that refused to give up.
Sa lahat ng sumuporta sa kanilang food truck, dumalaw sa kanilang tindahan, tumikim at nagbahagi ng kanilang pagkain, at naniwala sa kanilang pangarap—taos-pusong nagpapasalamat ang buong pamilya ng Mang Joe.