November 6, 2024

South Korean chicken joint Mom’s Touch to make Japan debut in Shibuya

2 min read

Popular South Korean fast casual restaurant chain Mom’s Touch will open its first permanent location in Japan in Tokyo’s Shibuya district on April 16, making a play for Gen Z after a successful pop-up store run.

The roughly 200-seat restaurant will serve the chain’s crispy fried chicken sandwiches and chicken burgers.

It will also offer bulgogi-inspired burgers that are sweet and spicy for the Japanese market. Other items on the menu include fried chicken and spicy french fries.

The chain, which has about 1,420 locations in South Korea, may consider expanding its presence in Japan through franchise agreements.

Prices will be similar to those at South Korean locations. “Thigh burgers,” which feature a seasoned fried patty and special sauce, are sold in South Korea for 4,600 won ($3.40) without fries or a drink. A meal costs 6,900 won.

The company is ready to test whether its value will be “affirmed in Japan, an advanced restaurant market,” said CEO Kim Dong-jeon.

“As long as we offer food that tastes better than what’s expected at our prices, we can achieve the same growth in Japan as in South Korea,” Kim said.

Mom’s Touch has enjoyed fast growth since opening in 1997, with its big, juicy chicken and affordable prices attracting customers from a wide range of ages. It became the top burger chain in South Korea in terms of stores in 2021.

The chain has expanded beyond South Korea, running several locations in the U.S., Thailand and Mongolia. The company decided to push ahead with a full debut in Japan after a pop-up shop in Shibuya last fall attracted about 33,000 customers in three weeks.

Source:South Korean chicken joint Mom’s Touch to make Japan debut in Shibuya – Nikkei Asia

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