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A new VIPSmart opens in Las Rozas

Madrid, 13 July 2015.- VIPSmart, the innovative restaurant brand created by Grupo Vips is opening a new franchise in Madrid involving the creation of 15 jobs. The El Pinar de Las Rozas shopping mall is the place chosen to open the new restaurant under this young chain which now has a total of 14 restaurants in Spain (3 internally owned and 11 franchises), 6 of which are in the Autonomous Region of Madrid.

This VIPSmart will be managed by the same franchisee that inaugurated a Ginos in the Zielo Shopping mall in Pozuelo de Alarcón a month ago.

The new restaurant occupies a total surface area of 406 m2 with a capacity for 178 diners (108 seats in the dining room and 70 on the terrace). With extending opening hours from Monday to Saturday and festival eves of 9:00 a.m. to 10:00 p.m. and Sundays and holidays from 10:00 a.m. to 10:00 p.m., customers may enjoy a wide variety of breakfasts, lunches, snacks, and early evening and late suppers.

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


A commitment to franchising

This new opening under the franchise system is the result of the Grupo Vips' firm commitment to this means of expansion. After having grown for decades operating internally owned restaurants to managing a network of more than 350 establishment, Grupo Vips decided in March 2013 to boost its franchise project (which started with the Ginos brand in 2010) by adding its most famous brand, VIPS Cafeterias, as well as its Quick Service adapted version, VIPSmart.

The project continues to grow and the company is currently operating a total of 41 locations under the franchise system: 13 VIPS, 12 VIPSmart and 16 Ginos restaurants.


VIPSmart, a young successful conceptVIPSmart 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 “CIR Award” 2011 as the best innovative European restaurant concept in 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 restaurant, new App

Just like with the rest of the chain, the new VIPSmart also boasts the new service offered by the recently launched Club Vips App, the Grupo Vips' emblematic loyalty club.

After downloading the App, customers may continue to enjoy the Club's promotions and benefits without having to carry their card or EuroVIPS checks in their wallets. Moreover, the major new development is the availability of a new gateway which includes different mobile payment methods, Take Away ordering, table booking, location searches via GPS and virtual membership cards and EuroVIPS checks, which up until now were sent by regular mail or printed off the website.

In addition, this new App enables very direct communication with members as each one of the functionalities is designed to offer real, personalized value when used.

The Club VIPS App developed for smartphones is free and available at the iOS App Store and Google Play for Android. It combines all of the Grupo Vips brands and is valid for use throughout Spain.

Discover the Club VIPS APP at

New VIPSmart location El Pinar de Las Rozas


El Pinar de Las Rozas shopping mall

Carretera Nacional VI, km 22,500

Local 21, Planta baja

28230, Las Rozas (Madrid)

Opening hours:

Mondays to Saturdays and holiday eves from 10:00 a.m. to 01:00 a.m.

Sundays and holidays from 10:00 a.m. to 10:00 p.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