Mom's Touch is opening its first local store in Singapore's central business district (CBD) and expanding its push into the Southeast Asian market.
Mom's Touch said on the 20th that it opened its first local store, "MOM'S TOUCH 18 CROSS," on South Bridge Road in Singapore on the 14th. It is the first store unveiled after forming a master franchise (MF) partnership with FairPrice Group, Singapore's largest retail company.
According to Mom's Touch, about 200 customers gathered in front of the store before business hours on opening day. For the five days after opening, average daily sales were twice the original target.
The first Singapore store sells signature items such as "Thigh Burger" and "Big Thigh Boneless," along with a local-only menu. Mom's Touch spent about two years on research and development (R&D) to establish materials and supplies, sauces, and a supply chain that meet halal standards.
Local-only items include the "Super Thigh Burger – Singapore Edition" with black pepper sauce, the "Fish Filet Burger" with a white fish patty, and the "Angus Beef Burger" with an Australian Angus beef patty. Considering the office district, it also sells breakfast items such as toast from 7 a.m. to 11 a.m.
Mom's Touch plans to open a second store in a residential area of Singapore within the year and to begin expanding local openings in earnest starting next year.
Since 2022, Mom's Touch has entered six countries, including Thailand, Japan, Mongolia, and Laos. In Japan, it currently operates five stores and plans to increase the number to 16 by the end of the year. It aims to have 100 stores in Japan and 220 stores globally by the end of 2027.