Captured 'Value for Money' with Hamburger Toppings and Sauces... MomsPizza's Rapid Growth

Moms Pizza Store Count 85 in June → 154 in December
Moms Touch Maximizes Sales with Shop-in-Shop Model
Lower Prices by Saving Raw Material Costs through Bulk Purchasing

Mom's Touch's pizza brand 'Mom's Pizza' is rapidly expanding by emphasizing cost-effectiveness. Thanks to its 'shop-in-shop' model within Mom's Touch stores, franchisees can reduce costs based on economies of scale when purchasing raw materials, and consumers can enjoy pizzas priced between 10,000 and 20,000 KRW. As competition intensifies in the dining industry due to soaring prices, attention is focused on whether Mom's Pizza can cause a paradigm shift in the shrinking pizza market.

According to the franchise industry on the 21st, the total number of Mom's Pizza stores as of the previous day is 152. Compared to 85 stores in June, this represents a 79% increase in just six months. Even in October, there were 136 stores. Mom's Pizza opened its first store near Hwarangdae Station in Seoul in 2021 and began full-scale franchising in May last year, growing to nearly 160 stores in just 1 year and 7 months. A representative from Mom's Touch & Company said, "We expect to achieve our goal of opening 160 stores by the end of December."

The rapid growth of Mom's Pizza is backed by high cost-effectiveness through economies of scale. Mom's Pizza mainly operates by adding stores within existing Mom's Touch locations, which has allowed them to lower raw material purchase prices. For example, the 'Ssai Pizza' launched in July used chicken patties from Mom's Touch's signature menu item, the 'Ssai Burger,' as toppings. The recently introduced 'Wow Meat Pizza' follows the same approach. It comes in four flavors, and the cheese melting burger patty topping uses the same ingredients as Mom's Touch's signature Bulgogi Burger.

From the franchisee's perspective, they can purchase raw materials at a low price through bulk buying while increasing sales. The price of Mom's Pizza, benefiting from economies of scale, is up to 26,900 KRW. The new Wow Meat Pizza is priced at 22,900 KRW for a large size. Considering that similar toppings and sizes from major franchises recently exceed 35,000 KRW, this is relatively affordable.

A representative from Mom's Touch & Company explained, "Since introducing the shop-in-shop model with Mom's Pizza in Mom's Touch stores, average sales per store have increased by 20%. As sales expansion through pizza store operations has been proven, we expect more franchisees to want to add Mom's Pizza stores in the future."

Recently, pizza franchises have been on a downward trend every year. Among the five major franchises?Domino's Pizza, Korea Papa John's, Pizza Hut, Pizza Alvolo, and Mr. Pizza?only Domino's Pizza and Korea Papa John's posted profits last year. Even those that made profits have seen operating income decline in recent years. The high pizza prices and competition with various dining menus through delivery platforms have led to a loss of competitiveness.

A representative from Mom's Touch & Company said, "Although the pizza industry is currently facing difficulties such as a decrease in new store openings and poor performance, Mom's Pizza is gaining popularity through menu development based on Mom's Touch's cost-effectiveness DNA. Franchisees are also experiencing maximized sales, so we expect Mom's Pizza's scale to grow even more next year."