Background on Vips and Alsea
Vips, a restaurant chain operated by Alsea, had 293 units in 2019, just before the Covid-19 pandemic. Currently, it reports 236 units, including new establishments.
Vips was acquired by Alsea in 2013 when Walmart de México decided to divest its restaurant business. At that time, the chain had 263 units.
Recent Growth and Strategies
After four years without opening new restaurants, Vips has gradually resumed its growth in 2025 with two new establishments. The focus has been on increasing customer traffic through menu revamps.
- New units opened in Lerma, State of Mexico, and Playa del Carmen, Quintana Roo, in April and September 2025, respectively.
- Alsea’s Finance Director, Federico Rodríguez, highlighted the complete menu overhaul as a strategy to attract more customers.
- Menu improvements, along with restaurant remodels, have boosted sales, achieving double-digit increases in units with updated images.
Impact and Relevance
Vips serves between 600,000 and 1 million customers weekly, according to Jaime Vásquez, Vips’ Director.
“We cater to roughly half the country’s population annually, with around 50 million people dining at our Vips restaurants,” Vásquez stated.
During a Tlalpeño Soup Day event, Vásquez emphasized connecting with Mexico’s culinary roots and history through such initiatives.
Vips sells two million bowls of Tlalpeño soup annually via delivery services and restaurants.
Key Questions and Answers
- Who is Vips? Vips is a Mexican restaurant chain operated by Alsea, known for its diverse menu and commitment to Mexican culinary traditions.
- When was Vips acquired by Alsea? Vips was acquired by Alsea in 2013, when Walmart de México decided to divest its restaurant business.
- What strategies is Vips implementing to strengthen its brand? Vips is focusing on menu revamps, restaurant remodels, and connecting with Mexico’s culinary roots to attract more customers.
- How many customers does Vips serve annually? Vips serves between 600,000 and 1 million customers each week, equating to around 50 million annual visits.
