South Korean burger and chicken brand Mom's Touch has opened its first local store in Singapore's central business district, marking a significant step in its Southeast Asian market strategy. The store has received a warm reception from local consumers, evidenced by long lines on opening day.
On August 14, Mom's Touch officially launched 'MOM'S TOUCH 18 CROSS' on South Bridge Road in Singapore's CBD. This store is the first result of a master franchise agreement with FairPrice Group, Singapore's largest retail company.
Recently, Southeast Asia has emerged as a key market for the global food service industry, driven by rapid economic growth and a young population. Singapore, in particular, is a focal point for global brands looking to enter the Southeast Asian market due to its high purchasing power and advanced infrastructure. Mom's Touch aims to expand its global presence through its entry into Singapore and establish a foundation for further expansion into neighboring countries.
On the opening day, around 200 customers lined up before the store opened, creating an 'open run' atmosphere. Over the first five days, the average daily sales exceeded the company's internal targets by twofold, demonstrating the store's popularity.
Mom's Touch maintains the quality of its signature menu items, such as the 'Cyber Burger' and 'Big Cyber Chicken,' in line with its global standards. After two years of research and development, the company has also established a local operational system that meets halal standards for ingredients, sauces, and supply chains.
Additionally, the company has introduced Singapore-exclusive menu items tailored to local tastes, including the 'Super Cyber Burger - Singapore Edition' with black pepper sauce, 'Fish Fillet Burger,' 'Angus Beef Burger,' and 'Banana Milk Coffee,' available for a limited time. To cater to the office district, the store offers five morning menu items, including 'Scrambled Egg and Cheese Toast,' available from 7 a.m. to 11 a.m., along with a variety of K-chicken options.
Mom's Touch plans to open its second store in a residential shopping mall later this year. By gathering market data from both the commercial and residential locations, the company aims to expand its presence across Singapore starting next year.
Denis Quek, General Manager of Mom's Touch Singapore and GM of FairPrice Group Kopitiam, stated, "We will maintain the authenticity of the Mom's Touch brand while delivering the high quality that customers expect, leveraging FairPrice Group's strong execution capabilities and deep understanding of the local market."
Meanwhile, Mom's Touch has been expanding its overseas operations since entering Thailand in 2022, with plans to enter six countries, including Japan, Mongolia, and Laos. The company aims to increase its global store count to 220 by 2027.
* This article has been translated by AI.
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