Mom's Touch said on the 27th that it opened its 20th store three years after entering Mongolia in April 2023.
Mom's Touch opened its first store, "E-MART Bayangol," in downtown Ulaanbaatar in September 2023 and recently opened its 20th store, "Nomin Macro." Mom's Touch said it has been adding an average of 6.2 stores a year and is recording the fastest growth in the local quick-service restaurant (QSR) market.
Mom's Touch said its "QSR platform," which offers burgers, chicken, and pizza in a single store, has been well received by Mongolian consumers, leading to these results.
In fact, Mom's Touch added pizza to its existing burger and chicken lineup last September at the request of its local partner, and is currently selling pizza at 10 stores, half of all locations. At stores that introduced pizza, pizza accounted for more than 20% of total sales.
A Mom's Touch official said, "Starting with the opening of the 21st store in Mongolia next month, we are aiming to operate 25 stores by the end of the year," and added, "If we maintain our current growth, we expect to become the No. 1 QSR brand locally by number of stores as early as the end of next year."