Targeting Office Districts with a QSR Platform Focused on Burgers, Chicken, and Pizza
Mom's Touch announced on June 10 that it has opened its strategically operated flagship store, "Mom's Touch Gwanghwamun Branch," in the heart of Gwanghwamun, Seoul, a fiercely competitive area for global burger QSR (Quick Service Restaurant) brands.
Located just a two-minute walk from Gwanghwamun Square, the Mom's Touch Gwanghwamun Branch spans three above-ground floors and offers 120 seats. It operates as a QSR platform store that quickly serves all three major fast foods?burgers, chicken, and pizza?at reasonable prices and with taste and quality that surpass those of specialty stores.
The Gwanghwamun area, densely populated with numerous companies and government offices, is a battleground for various burger brands, ranging from global QSRs to premium handmade burger shops, due to strong lunch demand from office workers seeking convenient and cost-effective meals amid prolonged "lunchflation."
Based on its unique DNA of competitive pricing, Mom's Touch has introduced a conveyor system connecting the kitchen and counter to meet the needs of office workers seeking quick and easy meals. This system enables menu items to be served within five minutes of ordering, delivering not only value for money but also both "speed" and "quality" through its operational model.
The menu features popular brand items such as "Thigh Burger," "Grilled Beef Burger," "Hot Cheese Big Thigh Boneless," and "Thigh Pizza." It also includes the steadily popular Edward Lee Collection burgers, as well as chicken and pizza by the slice, allowing customers to enjoy a wide range of QSR menu options in one location to meet diverse customer preferences.
The store's interior design incorporates traditional Hanok elements as focal points, reflecting the unique characteristics of Gwanghwamun?a place where tradition and history coexist and which sees a high volume of foreign and local foot traffic. This provides customers with a new QSR store experience.
Following last month's opening in Itaewon, Mom's Touch is accelerating its efforts to expand customer touchpoints within key commercial districts, including Gwanghwamun. The strategy aims to solidify its position as a leading local franchise in areas with high foot traffic from office workers and tourists.
A Mom's Touch representative stated, "The Gwanghwamun branch connects tradition and modernity, embodying the brand identity of 'local' Mom's Touch. It will provide office workers and foreign tourists?the main sources of foot traffic in the area?with a value-based QSR platform service experience unlike anything they've had before." The representative added, "We will continue to enhance brand recognition and competitiveness as Korea’s leading dining brand through synergy with our existing strategic stores in key districts such as Itaewon, Myeong-dong, DDP, and Gangnam-daero."
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