The Challenge

Madrid restaurant chain VIPS is part of Grupo VIPS, a multi-brand operator with six chains and 11 unique restaurants. Known for its classic American casual cuisine, VIPS felt competitive pressure to offer a more contemporary guest experience and menu.

VIPS came to The Culinary Edge in the height of the Spanish financial crisis. Anticipating the need for a multi-year strategy, VIPS asked The Culinary Edge to develop new recipes and devise an on-going menu strategy.

The Solution

The Culinary Edge completed a full menu and operations audit. The resulting plan led the development of recipes to incorporate into VIPS’ permanent and LTO menus over a two-year period.

The Culinary Edge also furnished VIPS a series of custom-created monthly trend reports detailing U.S. culinary and consumer trends. An accompanying bi-annual report established framework for thinking about trends, provided methods for extracting business implications from trend research, and included recommendations for introducing U.S. trends to Spanish diners.

The Buzz

This unique model allowed VIPS to weather the economic downturn and continue to grow.