Momstouch Enters Thai Foodservice Market... Aiming for 6 Stores Within the Year

Mom's Touch store.

[Asia Economy Reporter Moon Hyewon]Mom's Touch is entering the local market by partnering with Thailand's largest entertainment company. With the food service and delivery market rapidly growing in Thailand, Mom's Touch aims to use Thailand as a hub for ASEAN region expansion and enhance global brand recognition through its differentiated chicken burger competitiveness.

Mom's Touch announced on the 8th that it has signed a master franchise (MF) agreement with Mom's Touch Thailand, a newly established food service corporation under Thailand's RS Group, and plans to open six stores within the year.

Surachai Chechotisak, CEO of RS Group, said, "Mom's Touch started as a latecomer in Korea's burger and chicken market but proved its unique competitiveness by overcoming fierce competition with global food service companies and achieving the number one position in store count. We expect to transplant this successful know-how to the Thai market, captivate the discerning tastes of Thai consumers, and grow as a representative Korean food service brand."

RS Group is Thailand's largest entertainment company listed on the local stock exchange. Leveraging its local business capabilities and network, it has recently shown growth in various sectors including e-commerce.

Mom's Touch plans to open its first MF store in Thailand soon to gauge local consumer reactions and test optimized menus and services, thereby increasing its influence and recognition in the local market. It is actively discussing MF contracts not only in Thailand but also in ASEAN countries and the Middle East. Last year, it entered the United States, the home market of burgers, as a master franchise and currently operates two local stores including the Long Beach location, the brand's first drive-thru store. It aims to open 100 stores in the U.S. by 2025.

This content was produced with the assistance of AI translation services.