Mom's Touch Opens 20th Store in Mongolia, Rises to Second Place in Local Fast Food Market

Achievements in Mongolia After Three Years: Averaging 6.2 New Locations per Year

Surpassing Burger King to Become Second-Largest Brand After KFC

Aiming to Reach 25 Stores by Year-End

Mom's Touch announced on the 27th that it has surpassed 20 locations in Mongolia.

Previously, Mom's Touch entered the Mongolian market through a master franchise agreement in April 2023, and thanks to strong local consumer response, recently launched its 20th store, "Nomin Macro." This achievement comes about 2 years and 10 months after the company opened its first branch, "Emart Bayangol," in central Ulaanbaatar in September 2023.

Local consumers are looking over the menu at a Mom's Touch store in Mongolia. Provided by Mom's Touch

As a result, Mom's Touch has overtaken Burger King, which operates 18 locations, within the local quick service restaurant (QSR) industry, and has become the second largest brand after KFC, which currently operates 29 stores. In particular, since 2023, Mom's Touch has opened an average of 6.2 new stores per year, a pace 2.5 to 3 times faster than KFC (2.4 stores) and Burger King (1.8 stores) in the Mongolian QSR market, according to the company.

In September of last year, Mom's Touch introduced pizza to its menu at the request of its local partner, in addition to its existing burger and chicken offerings. Currently, pizza is available in 10 locations, which accounts for half of all Mongolian stores. In stores offering pizza, the item now makes up over 20% of total sales, establishing itself as a new growth driver. Furthermore, the strategy of operating both large stores with over 100 seats and smaller stores has proven effective, considering the local dining culture in which family groups are a major customer segment.

A Mom's Touch representative stated, “Mongolia is a young country, with over 60% of its population under the age of 35, making it a strategic market with great growth potential for the dining-out sector, given the high interest in K-food and openness to foreign cultures.” The representative added, “Starting with the opening of our 21st store next month, we aim to operate 25 stores by the end of the year.”

This content was produced with the assistance of AI translation services.