Mom's Touch Opens First Franchise in Mongolia... Plans to Expand to 20 Stores by Next Year

"Hot Response Leads to Earlier-than-Planned Franchise Launch"
Consecutive Openings in Key Commercial Areas of Ulaanbaatar City

Mom's Touch, a native burger and chicken brand, announced on the 21st that it has consecutively opened its 5th and 6th stores in Ulaanbaatar, Mongolia. These stores are the first franchise contract locations in Mongolia, and Mom's Touch plans to expand to 20 stores by next year.

A representative from Mom's Touch said, "Although Mongolia's per capita GDP is about 15% of South Korea's, the monthly average sales of the first to fourth stores locally have exceeded domestic levels, showing a strong customer response. As a result, we started the franchise business faster than planned. At this rate, we expect to surpass KFC, the leading QSR brand locally, by next year."

On the 16th, Mom's Touch opened its 5th store in Mongolia at 'Go To Market,' a large shopping mall in a densely populated area in northern Ulaanbaatar. Located in a commercial district with a mix of residential and commercial facilities and high foot traffic, the main customer base consists of consumers aged 20 to 40 who have a strong interest in K-food culture and purchasing power. Reflecting the local trend of high interest in K-chicken, the store mainly sells popular menu items including 13 types of chicken and 8 types of burgers, such as the signature 'Ssaiburger,' featuring Korean-style chicken menus.

On the 20th, the 6th store in Mongolia, a large store with an area of 290m² and about 120 seats, opened. The 'MetroMall' department store area in downtown Ulaanbaatar, where the 6th store is located, is an optimal place to raise brand awareness among Mongolia's core consumer base, as it is surrounded by local universities and major companies. Like the 5th store, it offers representative menu items such as 'Ssaiburger' and 'fried chicken,' providing the same brand experience as in Korea.

Mongolia is considered a market with great growth potential due to its large proportion of young people and high affinity for K-culture. More than 60% of the population is under 35 years old, easily accepting foreign cultures and adopting Westernized eating habits, making it a battleground for global dining and food companies.

Mom's Touch officially entered the Mongolian market last April by signing a master franchise contract with a local company. The partner company, Foodville Farm, operates the only poultry farm in Mongolia, ensuring a stable supply of fresh chicken. Recently, the Mongolian president personally visited the farm, showing high local interest in K-food and Mom's Touch. Leveraging this national attention, Mom's Touch plans to open 10 stores within this year and 20 stores by 2025.

Meanwhile, Mom's Touch is expanding its overseas stores mainly in Asian regions with high interest in K-food. Currently, it operates six stores each in Thailand and Mongolia, and one store in Japan. Mom's Touch plans to broaden its global 'Mom's Zone' to various countries including Laos, Cambodia, Indonesia, Malaysia, and Kazakhstan within this year.

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