Mom’s Touch Sees Strong Singapore Debut with Sales More Than Doubling

Korean fast-food chain Mom’s Touch has reported strong initial performance for its first store in Singapore, with opening sales more than doubling its target. The outlet, located on South Bridge Road in Singapore’s Central Business District, launched last Friday and attracted over 200 diners on its opening day.

This Singapore debut marks the first venture under a master franchise agreement between Mom’s Touch and FairPrice Group, Singapore’s largest retailer. FairPrice Group operates a diverse portfolio including supermarkets, food outlets, convenience stores, and pharmacies. Despite having a capacity of 90 seats, the store has maintained queues before opening each day, consistently exceeding its daily sales target by more than twofold during its first five days of operation.

Local Adaptations and Expansion Plans

Mom’s Touch dedicated over two years to developing ingredients, sauces, and a supply chain to meet halal dietary requirements and cater to local tastes in Singapore. The company ensured its signature items, such as the Thigh Burger, maintained their quality equivalent to those offered in Korea. The Singapore menu features market-specific items, including a spicy pepper-sauce burger, a fish fillet burger, and a burger with Australian Angus beef, egg, and cheddar cheese. Morning options like egg toast were also introduced to suit the store’s office district clientele. Prices for menu items range from 3.95 to 6.95 Singapore dollars.

Dennis Quek, General Manager for Mom’s Touch Singapore and General Manager of FairPrice Group’s Kopitiam division, highlighted the aim of offering local customers a distinctive dining experience. Following this successful launch, Mom’s Touch plans to open a second store in a residential area of Singapore later this year, with broader expansion across the country slated for next year. The brand has been actively expanding its international footprint, having entered Thailand in 2022 and subsequently establishing a presence in Japan, Mongolia, Laos, and Uzbekistan. The company aims to operate 220 overseas stores by 2027.

Asia’s Growing Fast Food Market

Mom’s Touch’s strategic entry into Singapore, partnering with a retail giant like FairPrice Group, reflects a common approach for international brands seeking rapid market penetration and local relevance in Asia. Other global and regional fast-food chains have similarly adapted menus and forged local alliances to succeed in diverse Asian markets. RetailNews Asia has observed this trend across various F&B sectors, where localization and strong distribution partnerships are key to overcoming operational challenges and appealing to distinct consumer preferences in a competitive landscape.