NO SIGNBOARD: To Expand Korea's Mom's Touch Chain into S'pore, M'sia

♦ Established in 2004, Mom’s Touch is based in South Korea with over 1,100 outlets.  ♦ No Signboard intends to open eight outlets in Singapore and Malaysia within the first three years of its exclusive master franchise agreement with the Franchisor, on its own and/or through sub-franchisees.  ♦ The addition of Mom’s Touch is in-line with the Group’s long-term strategy of diversifying its restaurant portfolio and offering consumers with a wide selection of quality cuisines. Photo: Yelp

No Signboard Holdings (“無招牌控股有限公司”) has secured an exclusive master franchise agreement with Haimarrow Food Service Co., Ltd. and HFS Global Inc. to develop and operate Mom’s Touch Chicken and Burger restaurants in Singapore and Malaysia.

The agreement is for 10 years with an option to renew for another 10 years.

Based in South Korea since setting up its first store in 2004, Mom’s Touch presently has over 1,100 stores across South Korea and is established in major cities in the USA, Taiwan and Vietnam.

"Given our strong foundation and extensive network in the F&B sector in Singapore, we are very grateful that Haimarrow has entrusted us to expand Mom’s Touch in Singapore and Malaysia through sub-franchisees. This Agreement comes hot on the heels of our franchise agreement with 小肥羊 (“Little Sheep”) hot pot restaurants in June 2018. The Group is in a growth phase and we look forward to bringing more popular franchises into Singapore and the region.” -- Sam Lim (photo), Executive Chairman and CEO, No Signboard

Its brand name comes from the simple thought of preparing food for patrons, the heart-warming way a mother prepares for meals for her family.

Its chicken is hand-battered and hand-breaded in the kitchen, and marinated with Mom’s Touch's own blend of seasoning for a more full, tender and juicy taste.

No Signboard, a leading F&B player in Singapore with a track record of over 30 years, intends to, on its own and/or find suitable sub-franchisees.

It says it will launch eight Mom’s Touch restaurants in Singapore and Malaysia within three years, with its first Malaysian outlet opening in 2019.

The agreement is in-line with the Group’s long-term strategy of diversifying its restaurant portfolio to provide consumers with a wider choice of quality cuisine.

Mr Sam Lim (林荣森), Executive Chairman and CEO of No Signboard, said, “Given the rise and popularity of Korean culture and food in Singapore and Malaysia, we are confident that Mom’s Touch will be proven successful in these two areas.

"It has always been No Signboard’s mission to expand our restaurant portfolio to cater a variety of cuisine to a larger target of consumers with different demographics and taste preferences."