Hello! Today, I’d like to invite you to a somewhat special table. It’s the story of the “family restaurant,” a nostalgic memory for many of us. Among them, we’ll follow the footsteps of VIPS, a homegrown brand, to savor the excitement of those days and its dazzling transformation today.
The New Excitement: The Arrival of Family Restaurants
Back in the 1990s, dining out was not as common as it is now. When the whole family went out to celebrate a special day, opening the door greeted us with a cheerful “Welcome!” and an exotic atmosphere. Foreign brands like TGI Fridays and Bennigan’s introduced unfamiliar yet fresh dining cultures, capturing our hearts.
At that time, CJ (then Cheil Jedang) had a dream: “Can we create our own family restaurant that perfectly suits our tastes and sensibilities?” Thus, in 1997, the first VIPS (Very Important Person’s Society) store opened in Seoul’s Deungchon-dong. It was the moment a new protagonist emerged in the history of Korean family restaurants.
A New Stage Called the ‘Salad Bar’
From the start, VIPS came armed with a weapon unlike any other restaurant: the salad bar.
“Order a steak, and you can enjoy fresh salads and various dishes to your heart’s content?”
This strategy was a huge hit. While waiting for the main dish, customers could whet their appetite and enjoy the freedom to choose what they wanted to eat, which was incredibly appealing. VIPS quickly established itself beyond a steakhouse as a “fun space with a salad bar.”
In the 2000s, VIPS stood shoulder to shoulder with Outback Steakhouse, leading the golden age of family restaurants. Stores opened nationwide, and a visit to VIPS became synonymous with a “special day.”
Crisis and the Most VIPS-Like Solution
The seemingly endless golden era faced a crisis in the 2010s. The rise of single-person households, the emergence of small restaurants offering global flavors, and the dull perception that “all family restaurants are the same” led many to close their doors, signaling the decline of the family restaurant era.
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VIPS also went through tough times. But instead of giving up, they decided to find answers in what they did best.
“Our strength is ultimately the ‘abundant experience.’ Then let’s elevate that experience to a level no one can imitate!”
This was the start of VIPS’s premium strategy.
A Glamorous Revival: Transformation into ‘Premium Dining’
VIPS boldly transformed. They began renovating existing stores into specialized formats like ‘Premier’ and ‘Taste Up+’.
- Elevated flavors: It was no longer just a salad bar with many options. They created a ‘charcuterie zone’ where customers could enjoy unlimited wine and beer, and offered steak and seafood dishes at a professional level, raising the buffet’s class.
- Special spaces: Interiors were redesigned to evoke upscale hotel lounges, and playrooms and amenities for families were expanded to create a space satisfying everyone.
These changes drew people back to VIPS. Especially amid rising dining costs, the “value for money”—the psychological satisfaction relative to price—was fulfilled, marking a second heyday.
Now at Home: The Birth of ‘VIPS YUM Delivery’
After succeeding in-store, VIPS’s next chapter began at home. As delivery became a key part of dining out, especially during the pandemic, VIPS prepared for another evolution.
“Can we bring the special in-store experience straight to homes?”
This led to the creation of the premium delivery brand ‘VIPS YUM Delivery.’ It was more than just delivering restaurant food.
- Delivery-optimized menus: From single platters for one-person households to sets for 2–3 people and ‘Yum Party Sets’ for home parties, big data was used to offer the most suitable menu configurations for delivery customers.
- Delivering the atmosphere: Luxurious packaging designed to keep food warm, along with table mats provided to recreate the restaurant ambiance at home, showed VIPS’s thoughtful care. They designed the experience of “enjoying VIPS at home.”
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This strategy was a great success, transforming VIPS into a brand you can meet not only at stores but also in your own home.
Closer Than Ever: Restaurant Meals as Ready-to-Eat Products
VIPS’s story doesn’t stop here. Beyond delivery, they have opened the door wide to the Restaurant Meal Replacement (RMR) market, making VIPS even more accessible.
Signature dishes like pork ribs, steak, and pasta have been reborn as meal kits and ready meals available at supermarkets and online malls. This shows how VIPS is embedding itself deeply into people’s daily lives—not just as a “special occasion restaurant” but as a beloved favorite anytime.
The Story of VIPS Continues
The 20-plus years of VIPS is not just a success story of one restaurant. It is a history of a wise storyteller who constantly adapts to changing times, listens to customers, and turns crises into opportunities.
From the exciting 1990s when dining out was a novelty, through the beloved golden age of the 2000s, to finding its own path with a premium strategy amid fierce competition, and now reaching our home tables through delivery and ready meals—what new story will VIPS surprise us with next? This is why we eagerly await the next chapter of VIPS.