Mom's Touch expands into Central Asia via Kazakhstan partnership

Mom's Touch has signed a master franchise agreement with Mom's Touch Central Asia LLP, a food service subsidiary of the Shin-Line Group, to expand its presence in Central Asia. The partnership aims to open more than 50 stores over the next 10 years, starting with major cities in Kazakhstan such as Astana.

The agreement also includes rights for the Kyrgyzstan market. Mom's Touch intends to establish a foothold in Kazakhstan, the largest economy in the region, before using that infrastructure to expand into neighboring countries. The company plans to leverage its chicken-centric menu, which aligns with local dietary preferences in a region where approximately 70% of the population is Muslim.

Shin-Line Group, founded in 1995, will provide local expertise and logistics support. The group holds over 40% of the Central Asian ice cream market and operates an extensive cold chain network across several CIS countries. The group also has experience localizing Korean retail franchises in the region.