New store anchors food and beverage lineup at Lotte Mall Bellytown

Premium side dishes and wine service expanded

[Provided by CJ Foodville]
[Provided by CJ Foodville]

CJ Foodville's VIPS restaurant chain opened its Cheongnyangni location Monday at Lotte Mall Bellytown in Dongdaemun-gu, Seoul.

The new store serves as a flagship dining destination within the recently opened Lotte Mall Bellytown Cheongnyangni complex. It extends the chain's "Grill Dining" concept — built around steaks and a fresh-ingredient "Fresh Table" menu — into the northeastern part of Seoul. The model was first introduced at the Gwanggyo location in July.

Signature menu items include the "Reserve Grill with Fresh Table," featuring a top-grade prime dry-aged steak; the "Signature Grill with Fresh Table," which draws on VIPS's 30-year heritage; and the "Fresh Table," a seasonal offering centered on fresh vegetable salads and rotating menu items.

Customers who order the Signature Grill or Reserve Grill receive complimentary house bread and a choice of premium side dish — grilled asparagus, creamed spinach or mashed potatoes. The store has also enhanced its unlimited house wine service and expanded its wine selection.

"As VIPS approaches its 30th anniversary, we are creating new dining experiences grounded in our long-accumulated steak expertise and restaurant know-how," a CJ Foodville official said. "We will continue to drive innovation across our menus, spaces and service, with Grill Dining at the center."

VIPS will also extend its weekday lunch hours by one hour starting in November, with service running until 5 p.m. instead of the current 4 p.m. cutoff.


spa@heraldcorp.com