Mom's Touch said on the 29th that it signed a master franchise (MF) agreement with FairPrice Group, Singapore's largest distribution corporations, to enter the local dining business and will move to target the Singapore market.
Mom's Touch will provide FairPrice Group with the rights to operate the brand in Singapore, along with menus and store operation know-how, while FairPrice Group will oversee store development and operations, marketing, and the overall business locally.
The two companies plan to gradually expand to more than 25 Mom's Touch stores in the Singapore market over the next 10 years and build a dining business model centered on core menu items—burgers and chicken.
Mom's Touch will open its first store on Aug. 14 in a prime commercial district adjacent to the central business district (CBD), which is also Singapore's largest office cluster. It also plans to roll out a total of three stores sequentially by year's end, focusing on large mixed-use shopping malls in key Singapore commercial areas.
Mom's Touch plans to establish in the local market the menu competitiveness, operating know-how, and store operation systems validated through its entry into Japan, and to make this expansion into Singapore a new turning point in its global strategy.
With its entry into Singapore, Mom's Touch will expand halal certification to lay the groundwork for targeting the global Islamic market, including Malaysia and Indonesia. In addition, as FairPrice Group has also secured business rights in Thailand, the company will pursue a Southeast Asia hub strategy linking Singapore and Thailand.
A Mom's Touch official said, "Singapore is a market where diverse ethnicities and food cultures coexist, making it highly receptive to new brands and menus, and it is evaluated as a global tourism and business hub and a strategic base that connects the Southeast Asian market," adding, "Building on our foothold in the Singapore market, we plan to expand into neighboring countries such as Thailand and Malaysia, and then, beyond Southeast Asia, to enter the global halal market step by step to accelerate the expansion of our global footprint."
Meanwhile, since 2022, Mom's Touch has advanced into six countries, including Thailand, Japan, Mongolia, and Laos, and is ramping up efforts to target the global market.