Hello! Today, I would like to invite you to a somewhat special table. It’s the story of ‘family restaurants,’ which hold nostalgic memories in our minds. Among them, we will follow the footsteps of our homegrown brand, VIPS, and savor the excitement of those times along with its splendid transformation today.
## A New Excitement: The Emergence of Family Restaurants
In the 1990s, dining out was not as common as it is today. On a special day, when the whole family set out to celebrate, we were greeted by a cheerful “Welcome!” and an exotic atmosphere as we opened the door. Overseas brands like TGI Fridays and Bennigan’s began to capture our hearts by introducing unfamiliar yet new dining cultures.
At this time, CJ (then CheilJedang) had a dream. “Could we create our own family restaurant that perfectly matches our taste and sensibility?” Thus, in 1997, the first store named VIPS (Very Important Person’s Society) opened in Deungchon-dong, Seoul. It was the moment a new protagonist in the history of Korean family restaurants emerged.
## A New Stage: The Salad Bar
From the start, VIPS came out with a different weapon than other restaurants. It was the ‘salad bar.’
“If you order a steak, you can enjoy fresh salads and various dishes as much as you want?”
This strategy was a huge success. While waiting for the main menu, the ability to stimulate appetites and choose what to eat was an immense attraction for consumers. VIPS established itself as a ‘fun space with a salad bar’ beyond just a ‘steak house’ and began to grow rapidly.
In the 2000s, VIPS stood shoulder to shoulder with Outback Steakhouse, leading the golden age of family restaurants. Stores sprang up all over the country, and going to VIPS soon came to mean a ‘special day.’
## Crisis and the Most VIPS-like Solution
The golden age that seemed eternal faced a crisis in the 2010s. The rise of single-person households, the emergence of small restaurants capturing global flavors, and the dull perception that ‘all family restaurants are similar’ led to many restaurants closing their doors, making it seem like the era of family restaurants was coming to an end.
VIPS also went through tough times. However, instead of collapsing, they decided to find answers in what they did best.
“Our strength is ultimately ‘abundant experiences.’ So, let’s elevate that experience to a level that no one can imitate!”
This marked the beginning of VIPS’s ‘premium strategy.’
## A Glamorous Revival: Transformation into ‘Premium Dining’
VIPS boldly attempted a transformation. They began to renew existing stores into specialized locations like ‘Premier’ and ‘Taste up+.’
- Elevating Taste: It was not just a salad bar with a variety of items. They created a ‘charcuterie zone’ where wine and beer could be enjoyed unlimited, and showcased steak and seafood dishes at a level comparable to specialty restaurants, raising the standard of buffets.
- Special Space: The interior was redesigned to evoke a luxurious hotel lounge, and facilities such as playrooms for families were expanded, transforming it into a space that could satisfy everyone.
These changes drew people back to VIPS. Especially with dining prices soaring these days, the satisfaction of experiencing ’this level of quality and variety for this price!’ fulfilled the ‘value for money’ (psychological satisfaction relative to price) and ushered in a second golden age.
## Now at Home: The Birth of ‘VIPS YUM Delivery’
After successfully reviving in stores, VIPS’s next story begins at ‘home.’ With the rise of ‘delivery’ as a crucial aspect of dining out, especially due to the pandemic, VIPS prepared for another evolution.
“Can we bring the special experience from the store right to people’s homes?”
Thus was born the premium delivery brand ‘VIPS YUM Delivery.’ This was not just about delivering food from the store.
- Delivery-Optimized Menu: From ‘single platters’ for single-person households to sets for 2-3 people and ‘Yum Party Sets’ for home parties, they utilized big data to present the most suitable menu configurations for delivery customers.
- Delivering Emotion: The luxurious packaging designed to keep food from getting cold, along with the provided table mats, allowed customers to recreate a restaurant atmosphere at home. They designed the experience of ’enjoying VIPS at home.’
This strategy was a great success, and VIPS transformed into a brand that could be encountered in each person’s home.
## Getting Closer: Restaurant Taste in Ready-to-Eat Meals
The story of VIPS does not stop here. Beyond delivery, they have opened the door to the ‘Restaurant Meal Replacement (RMR)’ market, allowing people to meet VIPS even more conveniently.
VIPS’s signature dishes, such as ribs, steak, and pasta, have been reborn as meal kits and ready-to-eat products available in supermarkets and online stores. This shows how the VIPS brand has deeply permeated people’s daily lives, evolving from a ‘restaurant for special occasions’ to ‘my favorite restaurant that can be enjoyed anytime.’
## The Story of VIPS Continues
The 20-year history of VIPS is not just a success story of a single restaurant. It is a wise tale of constantly changing with the times, listening to customer voices, and turning crises into opportunities.
Having passed through the excitement of dining out in the 90s, the golden age of the 2000s that everyone loved, finding its own path with a premium strategy amidst fierce competition, and now reaching our dining tables through delivery and ready-to-eat meals, what new story will VIPS surprise us with next? This is why we look forward to the next chapter of VIPS.