Twice the Average Sales of McDonald's in Japan
Success Driven by Reasonable Pricing and K-Food Popularity
Mom's Touch Tokyo's first directly managed store, 'Shibuya Mom's Touch,' which celebrated its first anniversary, announced on the 17th that it has surpassed 700,000 cumulative visitors and 5 billion KRW in sales.
Opened last April, 'Shibuya Mom's Touch' achieved approximately twice the annual average sales of McDonald's stores in Japan, the local number one burger franchise, and about seven times the performance of the local brand Mos Burger.
Mom's Touch cited reasonable pricing as the key to its success in the Japanese market, which is considered an untapped area for K-food franchises. The most popular burger locally, the 'Cheese Sai Burger' (single item 570 yen, set 900 yen), is about 10-30% cheaper than the average lunch price (1000-1500 yen) in central Shibuya where the store is located, hitting the mark on Japan's 'Cospa (Cost+Performance)' trend that values cost-effectiveness.
The exterior of Japan's first directly managed store, 'Shibuya Mom's Touch.' Customers enjoying products inside the store. Mom's Touch
New products emphasizing delicious and healthy K-food messages also resonated well. Localized menu items such as the 'Cheese Bulgogi Burger' and 'Honey Garlic Sai Burger' allow even Japanese customers who have not properly experienced Korean cuisine to enjoy them comfortably. The Korean-style seasoned chicken, 'Mom's Seasoned Sai Boneless,' ranks number one in sales among local chicken menu lineups.
The response to 'Mom's Pizza,' which opened as a shop-in-shop within the Shibuya store last February, is also positive. Even in the early launch phase, an average of 50 pizzas are sold daily, accounting for 10% of the store's sales last month. The 'Sai Pizza' and Korean-style 'Bulgogi Pizza' hold the first and second places in local pizza sales volume.
Based on the successful operation experience of 'Shibuya Mom's Touch,' Mom's Touch plans to open its second directly managed store, 'Harajuku Mom's Touch,' in the first half of the year with the brand's largest scale of about 300 seats and 550㎡. They are currently scouting locations for additional directly managed stores in key commercial areas such as Shinjuku and Ikebukuro for the second half of the year.
They are also accelerating local franchise business. Mom's Touch Tokyo, the Japanese corporation, signed its first corporate franchise contract with a local Japanese company earlier this year and aims to secure a total of 30 franchise contracts by the end of the year. Early next year, they have confirmed the opening of a franchise store at the Odaiba complex shopping mall, a famous tourist spot in Tokyo.
A Mom's Touch representative said, "Having gained product competitiveness recognition from Japanese customers last year, Mom's Touch will now actively expand store openings throughout Japan with Tokyo as the hub," adding, "We will continue to introduce menus and services tailored to the needs and tastes of Japanese consumers."
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
