VIPS opens Galleria Gwanggyo store with new 'Grill Dining' concept

CJ Foodville said its VIPS restaurant chain opened its Galleria Gwanggyo store Wednesday, introducing a "Grill Dining" format designed to strengthen the brand's steak offerings.

The store operates three menu options based on customer preferences and dining purpose: Signature Grill Dining, Reserve Grill Dining and Fresh Table. Signature Grill Dining features cuts ranging from tenderloin for two to porterhouse steak for families and groups. Reserve Grill Dining showcases a "21-day dry-aged steak" developed using the aging and grilling expertise of The Steakhouse. The seasonal salad bar has been reimagined as "Fresh Table," with an emphasis on health and freshness.

All Grill Dining menus include Fresh Table. Fresh Table features an expanded salad zone using seasonal vegetables and a cold seafood zone. At the live noodle zone, chefs prepare "Langsap rice noodles" and "shrimp malatang" to order. House wine is available without limit.

A CJ Foodville official said the company plans to gradually expand the Grill Dining format to additional stores based on results from the Galleria Gwanggyo location and customer feedback.