Mom's Touch returns with breakfast menu, halal push

FairPrice Group expects breakfast sales to contribute as much as 30% of revenue.

Mom's Touch is returning to Singapore with a localised breakfast menu and plans to seek halal certification, as operator FairPrice Group Food Services Pte. Ltd. bets on broader appeal and steady expansion for the South Korean fast-food chain.

“Singaporeans take breakfast seriously because we believe that sets the day,” Andrew Tan, head of marketing (food services) at FairPrice Group, told Singapore Business Review.

He expects the breakfast menu to contribute 20% to 30% of sales, citing strong morning traffic at breakfast outlets, cafes, and takeaway shops.

The company opened the flagship outlet at 181 South Bridge Road on 14 August. The fast-food chain, famous for its fried chicken and thick chicken burgers, targets office workers with a breakfast menu available from 7 a.m. to 11 a.m., featuring five toast options priced from $3.95 to $5.95. During its launch period, customers can add Tater Tots and a hot coffee or tea for $1, below the standard menu set upgrade price of $2.

The relaunch follows the brand's exit from Singapore in February 2022 after operator No Signboard Holdings entered creditors' voluntary liquidation and closed its three outlets.

Mom's Touch has also developed menu items for Singapore. The lineup includes more than 10 burgers, led by the Super Thigh Chicken Burger, which is exclusive to Singapore and uses a sauce developed for the market. Other offerings include the Fish Fillet burger and an Angus beef burger.

FairPrice is seeking halal certification, which Tan said would be one of the biggest differences from the brand's previous stint in Singapore.

“That will be good news for the halal community, both internationally and locally,” he said via Zoom.

Tan said the certification process requires working with the Islamic Religious Council of Singapore (MUIS) and could take six to nine months if completed without delays.

The company plans to open a second outlet before the end of 2026. Further expansion will depend on securing suitable locations.

FairPrice will use its food supply network to support the chain's growth. Tan said the group's sourcing arrangements with multiple suppliers and locations should help maintain supply consistency as the business expands.

The company will focus on execution rather than rapid store growth over the next one to two years.

Tan said priorities include food consistency, made-to-order preparation, and maintaining chicken quality as the brand rebuilds its customer base in the city-state.

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