Wow! Momo Foods will enter Sri Lanka by the end of 2026 through a master franchise partnership with Softlogic Corporation, marking the first international expansion of its quick-service restaurant (QSR) business.
The company plans to open its first three outlets in Colombo, at One Galle Face Mall, Havelock City Mall and Arcade Independence Square. Within two years, it aims to grow its Sri Lankan network to 20 outlets.
Co-founder and CEO Sagar Daryani said the Sri Lanka entry will help the company understand local consumer preferences and build an international operating model for its QSR business.
Wow! Momo is already looking at its next move. The company is evaluating Dubai, Abu Dhabi and Sharjah as potential markets in the UAE, with discussions underway with prospective partners. It is weighing joint venture and master franchise models for the region. Beyond that, it is targeting entry into the US after the next two years.
While its restaurant business is just beginning to go global, Wow! FMCG 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 portfolio spans momos, noodles, cup noodles, smileys and kulfi, available across more than 1,000 international touchpoints through modern trade and e-commerce.
To strengthen its reach, the company has teamed up with LuLu Group International for the Middle East and other retail channels, and works with Noon and Amazon Middle East. In Singapore, it has partnered with Mustafa Centre. Its products also supply international restaurants, cafes, catering businesses and commercial kitchens, and the company is in talks with global retail chains to widen distribution further.
Mithun Appaiah, CEO of Wow! Sales, said the FMCG business will focus on entering new markets and deepening distribution in those where it is already present.
Founded in 2008, Wow! Momo Foods runs more than 900 stores across over 100 cities in India through its brands Wow! Momo, Wow! China, Wow! Chicken and Wow! Kulfi.