Mom’s Touch is expanding into the global fast food market using a success strategy that has allowed it to rise to the top of the number of stores in Korea, beating leading global brands

Seoul, South Korea–(BUSINESS WIRE)–Hamburger, which is loved by the global community, originated in the United States. Although it was originally developed in Germany, it has long been recognized as soul food for the American people. Naturally, most of today’s global burger brands are headquartered in the United States. In this situation, an increasing number of non-American hamburger brands are exported to the United States, attracting attention. Among these brands, a typical one is “Mom’s Touch” based in Korea.

Mom’s Touch, a Korean hamburger and chicken brand, is fully expanding its franchise business in overseas markets by exporting its products to the US market.

In Korea, Mom’s Touch has experienced rapid growth as its “Thigh Burger”, with its excellent quality and cost-effectiveness, has gained popularity among MZ generations. Amid fierce competition with global brands, Mom’s Touch recently registered the most stores in Korea by enhancing its brand power through quality management, positioning itself as a successful model in the franchise industry. .

‘Thigh Burger’ captivates consumers in the United States, the homeland of burgers

Thigh Burger offers an exquisite harmony between a spicy moist whole chicken thigh patty and a generous amount of fresh lettuce, onion and sauce as garnish. Having captivated the tastes of consumers ranging from children to middle-aged people, Thigh Burger has established itself as a typical chicken burger in Korea with 390 million copies sold since its launch in 2005.

Building an unrivaled position among a number of giant global brands, Mom’s Touch successfully established itself last year in the United States, the homeland of burgers and chicken.

With the conclusion of a master franchise agreement with a local partner in the United States, Mom’s Touch opened its first store in Los Angeles in June 2021. By curating the menu line with local cultures in mind, such as custom orders and cuts chicken preferences, Mom’s Touch raised $120,000 in July and $150,000 in August 2021 in revenue, recording about $120,000 per month on average in 2021.

Additionally, Mom’s Touch has succeeded in stabilizing its position in Los Angeles as its outlet has been rated as a must-visit restaurant by influential local media outlets, such as the Los Angeles Times and Eater LA, captivating consumer tastes in the homemade chickens and burgers. where chicken burgers (chicken sandwiches) are establishing themselves as a mega trend with differentiated tastes and services based on its unique know-how.

Building on the business experience of its first store, Mom’s Touch opened its second outlet, a drive-thru, in Long Beach. The company strategically made this choice considering that drive-thru sales account for approximately 70% of all fast food industry sales in the United States. It plans to open a third outlet in the United States by the end of this year and aims to open 100 across the United States by 2025.

Korean Burger and Chicken Franchise Mom’s Touch Ranks No. 1 in Korea, Beating Franchise Giants

In the first quarter of 2022, Mom’s Touch ranks No. 1 in Korea for the number of stores by managing a total of 1,354 franchise outlets. With its excellent product quality and operational capabilities, the local brand has an unrivaled position in Korea’s fast food franchise market, where large corporations and global brands compete fiercely.

Specifically, Mom’s Touch outlets improve consumer satisfaction by adopting the “cook after order” method in which all food is cooked after orders are received. No matter when they order, customers can uniquely enjoy the crispy and chewy taste of their orders as if they were cooked a moment ago.

Unlike other burgers that use frozen ground patties, Thigh Burgers use fresh and chilled boneless chicken thighs, earning high ratings for taste and quality. Another brand growth factor is its crushing size, which provides visual pleasure as well as increased satiety by thickly filling fresh vegetables such as lettuce and tomato on a chicken patty, successfully winning loyalty among young men of 10 to 20 years old, big burger customers.

Mom’s Touch has strengthened its competitiveness in managing quality and hygiene through the expansion of the food bank system, the product innovation center and the advancement of the M-QMS process which proactively manages quality and hygiene. product sanitation at all stages from raw materials to sale.

Mom’s Touch has also established a strong position in the franchise industry by delivering exceptional profitability. While franchisees generally require considerably high initial investments, Mom’s Touch remains a franchise brand favored by potential franchisees because it requires a reasonable initial investment and generates stable profits.

Franchisees can enjoy the benefits of reducing their initial investment and fixed costs by setting up small and medium-sized stores with spaces of about 83~100 m2 along streets or alleys in major areas of businesses, or at strategic locations on the second floor of shopping complexes. Additionally, Mom’s Touch offers a variety of outlet owner-friendly policies, such as charging no markup for inside stores, franchise fees, or training fees.

With the rise in demand for post-pandemic delivery services, Mom’s Touch’s profitable business model is gaining more attention.

Accelerating Global Market Expansion Using “Mom’s Touch DNA of Success”

Having established an unrivaled position among global giant brands, Mom’s Touch will make inroads into the ASEAN region this year, building on its successful entry into the US market, the homeland of burgers, last year.

To join the restaurant market in Thailand, Mom’s Touch recently entered into a master franchise agreement with Mom’s Touch Thailand Co., Ltd., where the owner of RS Group, Thailand’s largest entertainment company, is one members of its board of directors.

Using Thailand, where catering and delivery services are growing rapidly, as an anchor to expand into the ASEAN region, Mom’s Touch aims to build global brand recognition through its advantage differentiated competition in chicken burgers that dominated the Korean market.

Targeting the taste of Thai consumers who prefer chicken, Mom’s Touch will offer “Thigh Burger”, featuring its deep-fried thick chicken thigh patty, as the main menu item, and launch various localized menus tailored to local consumers, including burgers, chickens and sides, in collaboration with the partner.

Mom’s Touch will soon open its first outlet in Thailand, based on the main franchise, to study local consumer feedback, and intends to open 6 stores by the end of this year while building its influence and its reputation on the local market by testing optimized menus and services. He is also actively discussing master franchise deals with partners in a number of ASEAN and Middle Eastern countries.

“With Thigh Burger, the king of the Korean chicken burger market, which is fast-moving and trend-aware, we have risen to the top of the industry,” a Mom’s Touch official said. “We aim to demonstrate the potential of ‘K-Burger’ by transplanting our DNA of success to other countries, including the United States, the homeland of burgers, based on our product power and know-how. to do in the operation of franchises.”

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