VIPS "Betting on Premiumization... Expanding Specialized Stores up to 70%"

Exterior of Vips Premier Deungchon Branch.

[Asia Economy Reporter Moon Hyewon]CJ Foodville's VIPS announced on the 3rd that it will expand the proportion of specialized stores to 70% of all stores by the end of this year and accelerate premiumization.

In the 'With Corona' era, it plans to actively expand the market through a high-end strategy that evenly combines stores, menus, and services.

Despite the difficult situation due to the impact of COVID-19 last year, VIPS made bold investments by continuously increasing specialized stores such as 'Premier' and 'Taste up+', which strengthened premium elements. This is based on the prediction that premium stores, which emphasize high-end qualities, will emerge as the most suitable dining model in the With Corona era.

VIPS Premier features an interior reminiscent of luxury hotels by applying the 'premium steak dining' concept. The Taste up+ (VIPS Taste up+) stores stand out with a trendy and casual atmosphere. To allow the whole family to enjoy more comfortably, game rooms and convenience facilities are installed throughout the stores, and menus that deliver optimal taste and flavor are offered based on various specialized equipment.

Not only in stores but also in menus, efforts are being made to use premium ingredients focused on health. Recently, new menus using invigorating ingredients such as abalone, eel, and duck were introduced, and in the future, lobster and crab are being considered as signature items following pork ribs and salmon. In the second half of this year, premium ingredients will be applied to existing steak and salad bars to maximize customer satisfaction.

VIPS will also significantly strengthen robot services to expand customer experiences that can only be felt in stores. Plans include expanding the introduction of rice noodle robots and serving robots, currently available only in some stores, and considering the introduction of AI robots that interact with customers.

This content was produced with the assistance of AI translation services.