The domestic burger and chicken brand Mom's Touch announced on the 17th that it plans to open a massive store, 'Harajuku Mom's Touch,' in the core commercial district of Harajuku, Tokyo, in the first half of this year. This will be the second directly operated store following the opening of the first store, 'Shibuya Mom's Touch,' last April, and it is expected to be the largest among all Mom's Touch locations, both domestically and internationally.
The second directly operated store, 'Harajuku Mom's Touch,' will be situated on Takeshita Street, the largest shopping area near Harajuku Station, and will be designed as a large-scale store of 550 square meters (about 166 pyeong) with approximately 300 seats. Located in Takeshita Street, which is regarded as one of the trendiest areas in Tokyo for dining and fashion, it will draw a significant flow of people, including the local MZ generation and foreign tourists.
Harajuku Mom's Touch will primarily sell 'Cyber Burger,' which has already been validated for its marketability through Shibuya Mom's Touch, as well as chicken burgers and 'Big Cyber Boneless Chicken.' Additionally, the 'Mom's Pizza,' which was first introduced at Shibuya Mom's Touch in February, will be operated in a shop-in-shop style, differentiating its menu with offerings like 'Cyber Pizza' and 'Teriyaki Cyber Pizza' to appeal to the tastes of younger generations and foreign tourists.
Mom's Touch opened its first directly operated store in the core commercial district of Shibuya last April, following a pop-up store in Tokyo in October 2023. It has received positive reactions from customers, maintaining a Google rating of over 4.5, which is unusual for a local quick-service restaurant (QSR) brand.
The first store, 'Shibuya Mom's Touch,' surpassed 100,000 cumulative visitors and 100 million yen in cumulative sales just 40 days after opening at the end of May. By December of last year, it surpassed 500,000 cumulative visitors, and it continues to enjoy consistent popularity, with an average of 2,000 customers visiting daily. As of July, its sales level reached 64 million yen monthly, which was three times and 5.5 times higher than the average monthly sales per store of major local QSR brands McDonald's and KFC, respectively.
Mom's Touch Japan, known as 'Mom's Touch Tokyo,' has already completed franchise agreements with multiple corporations since signing its first corporate franchise agreement with a local Japanese company in January. It is currently considering additional franchise openings in core districts of Tokyo, such as Shinjuku and Ikebukuro, with a target of a total of 30 franchise agreements by the end of the year to accelerate the expansion of local stores.