Mom's Touch Expands 'Mom's Pizza' to Mongolia... Accelerating Overseas Expansion of QSR Platform

Second Overseas Expansion Following Japan
Local Shop and Shop Locations to Increase to Seven

On September 12, Mom's Touch announced that it has begun selling "Mom's Pizza" through the Shop and Shop model at its 10th and 12th master franchise (MF) stores, both located in the center of Ulaanbaatar, Mongolia. The company plans to expand the number of local Mom's Pizza Shop and Shop locations to seven by the end of this year. This marks the second overseas expansion for Mom's Pizza, following its entry into Shibuya, Japan in February.

Mom's Touch is working to renovate its existing stores in Mongolia into pizza Shop and Shop locations by the end of the year. Additionally, new stores to be launched in the future will operate as "QSR (Quick Service Restaurant) platform" outlets, offering burgers, chicken, and pizza all in one place.

Exterior of Mom's Touch 10th store in Mongolia, where Mom's Pizza Shop and Shop is located
[Photo by Mom's Touch]

The company's aggressive push to sell pizza in Mongolia is driven by confidence in its domestic Shop and Shop launch model, as well as the positive results from a Mom's Pizza consumer survey conducted in Mongolia in May.

In the survey, which was conducted over six days with 1,038 participants, the "Cypizza" and "Wow Meat Pizza" ranked first and second in product preference. More than 90% of customers responded that they were satisfied with the taste and flavor of all seven Mom's Pizza signature menu items.

After entering the Mongolian market in 2023 through an MF contract with a local company, Mom's Touch has aggressively expanded its presence, focusing on urban areas. Following the opening of its 12th store in June, the company plans to open its 15th store by the end of this year.

The Mom's Pizza menu sold in Mongolia is made using sauces imported directly from the Korean headquarters, and the pizzas are prepared using nearly identical recipes to those used in Korea, ensuring the same level of quality and taste. With this pizza launch, Mom's Touch aims to further strengthen its position in the Mongolian market as a brand that appeals to all age groups.

A representative from Mom's Touch said, "We will strive to establish ourselves as a competitive, homegrown K-QSR brand in overseas markets by operating QSR platform stores where customers can enjoy a wide variety of Mom's Touch menu items all in one place."