The quick-service restaurant chain plans three outlets in Colombo, with a 20-store target in Sri Lanka within two years.
Wow! Momo Foods is set to enter Sri Lanka by the end of 2026 through a master franchise partnership with Softlogic Corporation, marking its first international expansion for its quick-service restaurant (QSR) business. The company plans to open three outlets in Colombo before expanding to 20 locations across the country within two years.
The initial outlets are planned at One Galle Face Mall, Havelock City Mall and Arcade Independence Square. The expansion is expected to help the company understand local consumer preferences and establish an international operating model for its restaurant business.
Founded in 2008, Wow! Momo Foods operates more than 900 stores across over 100 Indian cities through Wow! Momo, Wow! China, Wow! Chicken and Wow! Kulfi. Its portfolio spans momos, noodles, cup noodles, smileys and kulfi.
UAE and US on the Expansion Roadmap
Alongside Sri Lanka, the company is evaluating the United Arab Emirates as another potential market for its QSR business. Dubai, Abu Dhabi and Sharjah are under consideration, with discussions underway with prospective partners.
Wow! Momo is exploring joint venture and master franchise models for the UAE. It is also targeting entry into the United States after the next two years, indicating plans to expand its restaurant business beyond India through different international market-entry strategies.
The company’s FMCG business has already established a presence in 14 international markets, including the UAE, Oman, Kuwait, Qatar, Saudi Arabia, Singapore, the UK, Germany and Sri Lanka. Its products reach consumers through more than 1,000 international touchpoints across modern trade and e-commerce.
Wow! FMCG has partnered with LuLu Group International to expand across the Middle East and other retail channels. It also works with Noon and Amazon Middle East in e-commerce and modern trade, and with Mustafa Centre in Singapore. Its products are supplied to international restaurants, cafés, catering businesses and commercial kitchens, while discussions with global retail chains are underway to expand distribution.
The planned Sri Lanka launch gives Wow! Momo an opportunity to test consumer demand and refine its operating model before entering additional markets. Its ability to adapt to local preferences, establish strong franchise partnerships and build consistent store operations will be important as it pursues international growth across its QSR and FMCG businesses.
Source: Based on publicly available reporting, with additional editorial adaptation and analysis.
