Mom's Touch enters Mongolia via franchise agreement with local company

Mom’s Touch & Co., a chicken burger chain based in South Korea, has entered the Mongolian market by signing a master franchise deal with Foodvile Farm, an independent firm that was set up by the local franchise operator, Monbakery LLC, to run and expand the Mom's Touch brand in Mongolia.

The Korea Economic Daily further reported that the chairman of Monbakery LLC, Ariunbat Dashzeveg, also owns a poultry farm in the country, and this means that the Mom’s Touch outlets there will have a stable supply of chicken which is a primary ingredient in the popular South Korean chicken burger chain.

Mongolian franchise company Monbakery LLC, for the Mom's Touch business. Chairman Ariunbat also runs a poultry farm and will be able to provide a stable supply of chicken to Mom's Touch Mongolian stores.

With the master franchise agreement in place for the Mongolian market, Mom's Touch is planning to open more stores in the region. Together with Foodville Farm, its target is to launch more than six stores by the end of this year.

The first Mom’s Touch location is set to open within the first half of 2023. Local diners can expect to see a range of sandwiches at the store, including its flagship Thigh Burger and Yangnyeom Chicken food menu.

In any case, the deal between Mom’s Touch and Foodville Farm was announced on Tuesday. The chicken sandwich chain said it made the decision to enter Mongolia because there has been a growing interest in K-food and products in the country as the Korean Wave continues to spread around the world.

Yonhap News Agency reported that Mongolia’s economic growth has been fast and steady as well. The country’s younger generations are also into K-pop, which resulted in high demand for Korean food products in the country. With this said, Mom’s Touch's decision to open its stores here is truly beneficial.