Chicken Price Hits 30,000 Won Era, Mom's Touch Boosts Sales Through 'Value for Money'... Boneless Chicken Sales Up 130%

Fried Big Sai Boneless Chicken 1 Box 11,900 Won
Franchise Analysis Results from October to November Show Profit Increase
Boneless Chicken Up 30% for Bone-in Chicken, 15% for Boneless Gangjeong

Mom's Touch announced on the 10th that sales of boneless chicken at its franchise stores increased by 130% compared to the same period last year.

In August, Mom's Touch newly launched the ‘Big Ssai Boneless Chicken,’ an upgraded version of the existing signature boneless chicken ‘Ssai Boneless’ with larger piece size and enhanced flavor, and appointed ‘Le Sserafim’ as the product model starting in September. Analyzing sales data from about 1,440 franchise stores nationwide from October to November this year, it was found that boneless chicken corresponding to Big Ssai Boneless recorded a 130% increase in sales, significantly contributing to the profitability of franchise stores. The price for a single item of fried Big Ssai Boneless is 11,900 KRW, and the Max price, which includes Cajun seasoned fries, is 19,900 KRW.

As Big Ssai Boneless gained tremendous popularity and customer satisfaction with Mom's Touch chicken increased, a synergy effect continued across all chicken menu items beyond just boneless chicken. In fact, sales of bone-in chicken, including fried and seasoned varieties, increased by 30%, and boneless chicken side menus such as Cajun Tteok Gangjeong rose by 15%. Over the past two months, the overall sales growth rate of Mom's Touch chicken products reached 56% compared to the same period last year, achieving balanced sales growth across all items.

Mom's Touch Big Sai Boneless. Provided by Mom's Touch

This remarkable growth of Mom's Touch chicken is attributed to continuous R&D and a meticulous marketing strategy focused on the core target audience. Along with the franchise headquarters' consistent efforts to enhance quality, appointing Le Sserafim as the product model helped gain positive responses from young consumers, the key demographic for fast food. In fact, the limited edition ‘Le Sserafim Pick! Big Ssai Boneless Set,’ launched immediately after appointing the advertising model, exceeded its first-week sales target by 164%, selling out early. Following this, customer participation promotions such as the ‘Le Sserafim CM Song Singing Challenge’ became a hot topic online, establishing the product as a best menu item.

Additionally, the ‘Hot Cheese Big Ssai Boneless,’ which started gaining word-of-mouth on social media after reaching 7 million views on TikTok in October, saw a rapid increase in sales over the following two months, achieving a 415% sales growth compared to the same period last year. In response, Mom's Touch has been quick to adapt to the spicy chicken trend popular among young consumers by launching the winter limited menu ‘Delicious Hot Pack,’ which bundles the ‘Arrabiata Cheeseburger’ and ‘Hot Cheese Big Ssai Boneless.’

A Mom's Touch representative said, “In an era of high inflation where chicken prices are approaching 30,000 KRW, our continuous efforts to enhance quality and provide the best dining experience at reasonable prices have yielded good results,” adding, “We will continue to maintain a customer-centric management approach and strive to provide services that satisfy both franchise owners and consumers.”