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The first VIPSmart is inaugurated in Valencia

Valencia, 6 May 2015.- VIPSmart, the innovative restaurant brand created by Grupo Vips is opening its first franchise in Valencia under an agreement signed by two local business owners. The Aqua Multiespacio shopping mall is the place chosen for this young chain which now has a total of 14 restaurants in Spain (3 internally owned and 11 franchises).

He opening of this location, which occupies a total surface area of 280 m2 with a capacity for 120 diners (80 seats in the dining room and 40 on the terrace) involved the creation of 14 jobs. The extended opening hours of Mondays to Saturdays and holiday eves from 10:00 a.m. to 1:00 a.m. and Sundays and holidays from 11:00 a.m. to midnight means many daily eating times can be catered to (breakfast, lunches, snacks, and early afternoon and late suppers).

VIPSmart is a young chain of restaurants created in 2010 by Grupo Vips, the leading restaurant company in Spain, which combines the best of a VIPS cafeteria-restaurant and the advantages of a fast food restaurant.


A Commitment to Franchising

This new opening under the franchise system is the result of Grupo Vips' strong commitment to this means of expansion. After having grown for decades operating as internally owned entities to create a network of more than 350 locations, Grupo Vips decided in March 2013 to strengthen its franchising project (which began in 2010 with its Ginos brand) by adding its most notorious chain, VIPS Cafeterias, as well as its Quick Service-adapted version, VIPSmart.

The project continues to grow with the company currently operating a total of 37 establishments under the franchise system: 12 VIPS, 11 VIPSmart and 14 Ginos restaurants. The goal is to open a total of 40 new franchises in 2015, both Ginos as well as VIPS and VIPSmart, meaning the franchising system is the main driver of the Group's expansion in the near future.


VIPSmart, a young successful concept

VIPSmart is a concept that falls under Fast Casual, a segment that is halfway between Fast Food and Casual Dining with the best characteristics of both: on the one hand, quick service (without table service; guests order at the counter and wait at their table until the food is ready for pick-up) and an average bill of less than €10; and, on the other hand, an offer based on a selection of the most successful dishes at VIPS restaurants, high quality ingredients (all of the hamburgers are made with 100% certified Galician beef without any additives or preservatives), dishes made to order and meticulous presentation on real dishes with real silverware. Plus, VIPSmart offers the "always full" option meaning customers can fill their beverage cups as often as they wish. 

The VIPSmart offer includes a selection of salads, appetizers, sandwiches, hamburgers and VIPS desserts in addition to a child's menu and gluten-free dishes. To this end, people can try the famous Vips Club sandwich, Manhattan hamburger, croquettes, pancakes with whipped cream or a brownie at a cost that is slightly lower than at VIPS Cafeterias yet with the same quality at its premises featuring a modern, young and fun design.

Moreover, VIPSmart has some of its own recipes like frozen yogurt, which may be customized by each customer with a variety of toppings to choose from.

Besides the quality of the offer and flexible service, VIPSmart, the younger brother of the VIPS brand, is known for decoration that is coherent with the new VIPS image: the recurrent use of elements like blonde wood and booths with comfortable benches in colors that are common to both brands. VIPSmart is different from VIPS with the presence of a large counter where orders are taken and the menu board as well as a younger range of colors that offer a laid-back touch and up-to-date atmosphere.

Just one year after its launch in Spain, the VIPSmart brand was recognized with the 2011 "CIR Award" as the best innovative restaurant concept in Europe for the year under the snacking category. The "CIR Awards" (International Convention on Modern Catering) recognize the most attractive restaurant concepts in Europe and bring together the best of the international organized restaurant sector


New VIPSmart location in Valencia


Aqua shopping mall

C/ Menorca 19 - 46023 Valencia

Telf. 963 312 908

Opening hours:

Mondays to Saturdays and holiday eves from 9:00 a.m to 10:00 p.m.

Sundays and holidays from 11:00 a.m. to 12:00 a.m.

About the VIPS Group:

The Vips Group is one of the leading multi-brand and multi-format groups in the food service and retail sector in Spain. It includes restaurants, cafés and shops. The company manages a total of 6 well-known chains it either owns or operates under franchising agreements: 4 internally-created brands VIPS (café-restaurant and shop), VIPSmart, GINOS and The Wok as well as 2 of international fame, Starbucks Coffee and Fridays. Since 2001, Grupo Vips is the sole and exclusive partner of Starbucks Coffee, the world's coffee leader, licensed to develop the brand in Spain and Portugal. On the other hand, it has an exclusive licensing agreement with Fridays, the top casual dining chain in the United States, to operate the brand in Spain. Moreover, the group has 3 unique restaurants including Lucca, Rugantino Casa Tua and Tattaglia. The company manages a total of 350 locations serving more than 120,000 customers a day. It runs a pioneer and restaurant sector-leading loyalty program, Club VIPS, with more than 2,000,000 members throughout Spain.  The APP, which is unique in the market and was launched at the end of April 2015, has already been downloaded more than 300,000 times. The Vips Group is a private equity company which was founded in 1969. Goldman Sachs Capital Partners V acquired 30% of the company in 2006. The Vips Group employs 8,700 people and ended fiscal year 2014 with 350 million euros in turnover