"Kentucky is far but Mom's Touch is close"... Edward Lee reveals Sonkirl Cyburger

New Menu Press Conference Held at Shilla Hotel Yeongbingwan on the 21st
Three New Items Including Big Sai Boneless with Bourbon Sauce Unveiled
"Connecting with Korean Consumers Through Mom's Touch Stores Nationwide"

The taste of Edward Lee, the runner-up of the imagined 'Black and White Chef,' will soon be enjoyed nationwide. Mom's Touch is set to launch new chicken and burger menu items that combine Chef Lee's signature bourbon sauce and bacon jam.

On the 21st, Mom's Touch held a press conference at the Shilla Hotel Yeongbingwan in Jung-gu, Seoul, unveiling three items from the Edward Lee Chef Collection: 'Edward Lee Big Sai Boneless,' 'Edward Lee Beef Burger,' and 'Edward Lee Cy Burger.' All products were deeply involved by Chef Lee from the research and development stage.

Chef Edward Lee held a press conference for the new menu of Mom's Touch at the Shilla Hotel Yeongbingwan on the 21st. Photo by Mom's Touch

After receiving numerous offers following his runner-up finish on Black and White Chef, Chef Lee chose Mom's Touch for its "broad consumer reach" and "excellence in taste." He said, "Having operated restaurants in Kentucky and Washington D.C., I couldn't showcase my flavors to Korean consumers. Through Mom's Touch, which has stores in every neighborhood, I want to connect with more Korean people."

Mom's Touch has about 1,400 stores nationwide, the largest number among hamburger franchises. He added, "I've tried many burgers, but Mom's Touch stood out in terms of quality. I was especially impressed by the chicken patty, which is crispy on the outside yet moist inside."

Edward Lee Big Sai Boneless Chicken launched by Mom's Touch. Photo by Yonhap News Agency provided by Mom's Touch.

The first menu to open the lineup among the three Edward Lee Chef Collection items is the Edward Lee Big Sai Boneless. This menu features a premium boneless chicken with a kick of 'bourbon sauce,' developed based on bourbon whiskey, a beloved whiskey and representative spirit of Kentucky, USA, which Chef Lee cherishes. He explained, "Bourbon sauce is characterized by the rich flavor of sweet yet deep bourbon whiskey, commonly enjoyed in Kentucky, and when paired with the juicy Big Sai Boneless, it delivers an addictive finish."

This product will begin pre-orders on the 5th of next month, be pre-launched at 12 directly operated stores on the 10th, and officially released at 1,450 franchise stores nationwide on the 18th.

The Edward Lee Beef Burger and Edward Lee Cy Burger are new menu items that blend Chef Lee's specially developed bacon jam sauce into Mom's Touch's Grilled Beef Burger and Cy Burger. He said, "Bacon jam is a sauce made by finely chopping bacon and simmering it with sugar until it becomes jam-like. I developed it after pondering how to ensure that every bite of the burger delivers an 'even' amount of bacon."

The beef burger combined with bacon jam boasts a richer meaty aroma, while the Cy Burger is praised for its luxurious umami flavor. The two new burger menu items will first be introduced at some directly operated stores at the end of February and then launched nationwide in March. The Edward Lee Beef Burger will be available only at about 500 stores nationwide equipped with griddle cooking facilities.

Chef Edward Lee standing in front of a 1-meter diameter giant Edward Lee cyburger. Provided by Mom's Touch

Chef Lee devoted the most effort to maintaining 'consistency of taste' during the new menu development process. To this end, Mom's Touch is accelerating efforts to strengthen franchise store menu preparation and quality so that the recipes developed by Chef Lee can be perfectly implemented nationwide. A Mom's Touch official stated, "Before the official launch, strict quality tests will be conducted for all franchise stores, and we plan to devote ourselves to quality control until the taste and flavor of the new menu meet standards and perfect quality is achieved."

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