South Korean fried chicken chain Mom’s Touch has launched major flagship locations along the US West Coast, entering the highly competitive American chicken sandwich sector. The brand is positioning its signature “K-chicken burger”—which uses hand-battered chicken thighs rather than chicken breasts—to directly compete with domestic leaders like Chick-fil-A and Popeyes.

While most American chicken sandwiches utilize breast meat, Mom’s Touch features whole chicken thigh fillets. These fillets are hand-battered in-store and fried to order, creating a juicier product than pre-cooked alternatives. Additionally, the brand incorporates Korean flavor profiles, offering sweet soy, garlic, and gochujang-based glazes that stand out from typical mayonnaise-based American sauces.

To support its US franchise model, Mom’s Touch has standardized its kitchen operations. The brand developed integrated battering and temperature-controlled fryer stations that automate cooking times, ensuring consistent quality without requiring skilled kitchen staff. This setup reduces training costs for local franchise operators.

From a global F&B expansion perspective, Mom’s Touch’s US rollout demonstrates the viability of specialized product differentiation. By offering a distinct Korean style in a familiar menu format, the chain aims to establish regional supply chain partnerships to support further franchise development across the Midwest and East Coast markets.