South Korean burger chain Mom’s Touch enters Japan
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Korean burger and chicken fast food chain Mom’s Touch is set to open its first directly managed Japanese store in Shibuya, Tokyo.
Scheduled to open on April 16, the new 418 sqm Shibuya store will sit in a location that used to be occupied by McDonald’s and have a seating capacity of 200 people. According to local media, the new store will be adjacent to Shibuya Scramble Square where the daily floating population reaches about 3 million people.
“We believe this is an important first step for Mom’s Touch to make the leap to become a global brand and make full-fledged overseas expansion,” the company said in a statement.
As part of the expansion plan, Mom’s Touch has participated in the Tokyo Franchise Show as it seeks to further expand internationally and promote its Korean burger in the country, which has a burger market estimated at US$5.3 billion.
The company launched a pop-up store in Shibuya last October, luring about 33,000 visitors. As of February, Mom’s Touch operates 1420 stores in its home market.
The Japan expansion follows the chain’s launch into Mongolia last year.
Questions & Answers
Q.What is the strategic reason behind Mom's Touch choosing Shibuya for its first Japanese store?
What is the strategic reason behind Mom's Touch choosing Shibuya for its first Japanese store?
The new store's location, adjacent to Shibuya Scramble Square, is in an area with a daily floating population of about 3 million people. This high footfall likely offers significant exposure for the brand's Japanese debut.
Q.How large will the first Mom's Touch store in Shibuya be, and what is its capacity?
How large will the first Mom's Touch store in Shibuya be, and what is its capacity?
The new Mom's Touch store in Shibuya will be 418 square metres in size. It is designed to accommodate 200 people, providing substantial seating for customers.
Q.What previous activities has Mom's Touch undertaken to test the Japanese market before this full store opening?
What previous activities has Mom's Touch undertaken to test the Japanese market before this full store opening?
Mom's Touch previously launched a pop-up store in Shibuya last October to gauge interest. This temporary store attracted approximately 33,000 visitors, suggesting strong initial demand for the brand.
Q.Besides Japan, which other international market has Mom's Touch recently entered?
Besides Japan, which other international market has Mom's Touch recently entered?
The chain's expansion into Japan follows its launch into Mongolia, which occurred last year. This indicates a broader strategy for overseas growth beyond its home market.
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