South Korean Fast-Food Chain Mom’s Touch Enters Uzbekistan Market

Tashkent, Uzbekistan (UzDaily.com) — South Korean fast-food company Mom’s Touch has signed a master franchise agreement with Uzbek company One Food and will open its first restaurant in Tashkent this year, Mom’s Touch announced on Monday.

The contract was signed at the headquarters of Mom’s Touch and Company in Seoul’s Jung-gu district by Mom’s Touch CEO Kim Dong-jong and One Food CEO Zafar Khodjayev. One Food was established by the Uzbek logistics company UHL specifically to develop the franchise.

Under the terms of the deal, the chain plans to open 60 restaurants in Uzbekistan — twice the number of KFC outlets that currently dominate the fried chicken and burger segment in Tashkent. The first Mom’s Touch restaurant in the capital is expected to open later this year.

The South Korean company sees the agreement as the start of its expansion into the Central Asian markets, including Kazakhstan and Kyrgyzstan, as well as Russia and Middle Eastern countries with halal food demand.

According to Zafar Khodjayev, Uzbek consumers are not yet as accustomed to choosing fried chicken as in Korea, so a broader menu is needed for successful sales. “We were looking for a brand offering a wider range than just chicken and burgers. Mom’s Touch appeared to be the most competitive option,” he said.

The company emphasized that its focus on chicken dishes presents strong prospects in Uzbekistan, where 88 percent of the population is Muslim and does not consume pork. “This deal marks the first time a Korean fast-food chain has entered the Central Asian market through a master franchise rather than direct management,” a Mom’s Touch representative stated.

Mom’s Touch operates the largest fast-food restaurant network in South Korea, with 1,460 outlets. Outside the country, the brand is already present in Thailand, Mongolia, Japan, and Laos.