Mom's Touch Opens Strategic Store in Myeongdong, Overtaking Japanese Burgers...

Exclusive 3 Floors, Large Store with Approximately 100 Seats
Expanding Foreign Customer Touchpoints at Hangang Yeouinaru and Haeundae Branches

A large strategic Mom's Touch store has opened in the heart of Myeongdong. It is the site where Japan's national burger 'Mos Burger' had been a long-standing tenant for the past 10 years.

The native burger and chicken brand Mom's Touch announced on the 11th that it has opened 'Mom's Touch Myeongdong Branch' in Jung-gu Myeongdong, the center of Seoul and a foreign tourist hotspot.

Since the second half of last year, Mom's Touch has been expanding its core commercial area stores and is broadening its presence to mega tourist landmarks to increase contact points with foreign tourists. Previously, Mom's Touch introduced large stores in major tourist destinations frequented by foreigners such as Namsan Seoul Tower, Hangang Yeouinaru, and Busan Haeundae. With the opening of the Myeongdong branch, the brand aims to solidify its position as a K-burger brand and accelerate its overseas expansion strategy.

Mom's Touch Myeongdong Branch is a large standalone store with three floors and about 100 seats, located on the site where the Japanese representative hamburger franchise Mos Burger operated for the past 10 years. It is characterized by enhanced customer accessibility and convenience in terms of both location and scale. The store exterior is decorated with a metal frame in the brand's signature yellow color to attract the attention of foreign tourists, while the interior is designed as a trendy yet cozy space where customers can enjoy their meals comfortably.

Considering the high peak-time demand in the Myeongdong commercial area, Mom's Touch introduced a conveyor belt system between the kitchen and the counter for the first time in Korea to deliver products quickly and safely. This upgraded automatic-manual hybrid conveyor belt system, compared to the one introduced at Mom's Touch Shibuya in Japan, maximizes production efficiency and provides customers with high-quality Mom's Touch products faster.

The menu is also optimized for the characteristics of the high foot traffic area. It focuses on best-selling items such as 'Ssaiburger,' 'Grilled Beef Burger,' and 'Ssaeunsal' (boneless chicken), and plans to enhance customer satisfaction with menu options suited for tourist areas like coffee, ade, and churros, along with fast service.

Meanwhile, Mom's Touch has recently accelerated its overseas market entry, following Thailand and Mongolia, by expanding into Japan. Especially, the Mom's Touch directly operated store in Shibuya, Japan, has achieved explosive responses, reaching 100,000 cumulative customers and 100 million yen in cumulative sales within 40 days of opening. Mom's Touch believes that the brand experience of the rapidly increasing number of foreign tourists is the cornerstone of successful overseas expansion, and aims to establish itself as the representative K-burger brand through openings in domestic tourist landmark commercial areas.

A Mom's Touch official said, "Myeongdong is a special foreign tourist commercial area densely populated with flagship stores of large distribution and food and beverage brands. Our goal with the Myeongdong branch, opened with the vision of securing the representative image of K-burger, is to establish Mom's Touch as a 'burger brand that must be visited in Korea.' We expect it to generate great synergy not only in domestic growth but also in overseas market entry and expansion, like Mom's Touch Shibuya," he said.