Mom's Touch
IndustryFast food
FoundedSouth Korea (1997 (1997))
Headquarters
Seoul, South Korea
Number of locations
1300+ stores (2020)
Websitemomstouch.co.kr

Mom's Touch (Korean: 맘스터치), is a chicken burger chain based in South Korea. As of 2020, the chain had over 1,314 retail stores in South Korea.[1] The company's name comes from the thought that their food is made the same way a mother would make for her family.[2]

History

Mom's Touch was established in 1997 in Seoul.[3][4] After that, in order to restructure, CEO Chung Hyun-sik took over Mom's Touch in 2004 on condition that it took on a deficit and spun it off into Haemaro Food Service. It did not make operating profit from 2004 to 2010.[5] It recorded $2.6 billion (26 billion KRW) in operating profit in 2013 and made its first profit for the first time. On November 5, 2019, Haemaro Food Service, which runs Mom's Touch, was sold to private equity fund KL & Partners for 7.3 billion won.[6] On January 1, 2018, Mom's Touch opened its first American store in Concord, California.[7][8]

Products

Mom's Touch main products are fried chicken wings, chicken burgers, and hamburgers.[9] The fried chicken wings come in a variety of flavors such as spicy, chili pepper, honey, garlic, onion cheese, and curry. The chicken burger types include white garlic, chicken thigh burger, chicken filet burger, ham and cheese, jalapeno chicken burger, Cajun mango burger, and spicy chicken burger. The hamburger types include bulgogi burger, spicy bulgogi burger, and Jr. Burger.[10] Mom's Touch also does not use trans fat oils or monosodium glutamate in their products. Sides available include french fries, Yakimandu, fried shrimp, salads, and chicken wraps.

Advertising

Mom's Touch advertising has predominantly relied on comedic television commercials. One commercial shows the small amount of food given by other companies then goes on to show how much bigger Mom's Touch portion sizes are.[11]

They also were seen in some webtoons, notably Lookism, where many restaurants were drawn by Park Tae-jun.[12]

References

  1. ↑ "코로나19에도 매출 키우며 확장세…주목 받는 '맘스터치'". 세정일보 (in Korean). April 29, 2021. Retrieved June 7, 2021.
  2. ↑ "MOM'S TOUCH Brand Idea". infinite.co.kr. Retrieved November 21, 2022.
  3. ↑ ""레드오션서 길을 찾는다"...토종 패스트푸드점 '맘스터치' 이야기". Chosue Biz. May 2, 2015. Retrieved May 7, 2015.
  4. ↑ Lee, Hyo-sik (January 17, 2017). "Mom's Touch to open 1st chicken burger shop in US". The Korea Times. Retrieved July 15, 2020.
  5. ↑ haimarrow.co.kr http://haimarrow.co.kr/en/haimarrow/haimarrow1.php. Retrieved May 1, 2021. {{cite web}}: Missing or empty |title= (help)
  6. ↑ "'맘스터치' 해마로푸드, PEF에 팔려". 매일경제 (in Korean). November 5, 2019. Retrieved May 1, 2021.
  7. ↑ Cho, Yun-myung (January 4, 2018). "Korean burger restaurant Mom's Touch taps US market". www.koreaherald.com. Retrieved July 15, 2020.
  8. ↑ White, Lisa P. (January 11, 2018). "Korean fried chicken chain chooses Concord for U.S. debut". East Bay Times. Retrieved July 15, 2020.
  9. ↑ "맘스터치". www.momstouch.co.kr. Retrieved July 17, 2016.
  10. ↑ "맘스터치". www.momstouch.co.kr. Retrieved July 17, 2016.
  11. ↑ momstouch LOVE (December 19, 2014), '개념이 필요한 세상, 버거만큼은 개념있게!' 맘스터치 TVCF (15A), retrieved July 17, 2016
  12. ↑ "요즘 웹툰 PPL 수준.jpg" [Webtoon PPL level these days.jpg]. Vingle (in Korean). September 20, 2019. Retrieved May 21, 2023.
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