VIPS targets Jamsil dining scene with grill-focused concept

VIPS announced Sunday it is pushing into Jamsil, one of Seoul's most competitive dining districts, with its "Grill Dining" concept.

VIPS, operated by CJ Foodville, will open its Jamsil store at Lotte Castle Plaza in Songpa-gu, Seoul, on Monday.

The Grill Dining format pairs steak with seasonal cuisine and features a new brand identity and interior design concept.

VIPS has been rolling out the Grill Dining model since launching it at its Gwanggyo store in July. It opened a Cheongnyangni store last month and has now extended the concept to the key Jamsil commercial district. In late October, the chain also refurbished its existing Songpa and Dongtan stores under the Grill Dining format. The company plans to operate a total of eight Grill Dining stores by the end of the year.

"We will establish VIPS as the premium dining brand that defines Jamsil, led by our differentiated steaks and fresh table," a CJ Foodville official said.

Grill Dining stores offer three menu tiers: "Signature Grill with Fresh Table," which lets diners choose from tenderloin, striploin, porterhouse and tomahawk steaks; "Reserve Grill with Fresh Table," featuring dry-aged L-bone, T-bone and porterhouse cuts; and "Fresh Table," a seasonal menu option.

Orders of the Signature Grill or Reserve Grill also come with house bread and a choice of side dish — grilled asparagus, creamed spinach or mashed potatoes.

The chain is also expanding its unlimited house wine service, broadening the selection to include sparkling wine and non-alcoholic wine options.