CJ foodville

CJ foodville BROCHURE

2012

Address_ 7~8F CJ Cheiljedang Center, 330, Dongho-ro, Jung-gu, , Korea(Postal code, 100-400) Telephone_ 1577-0700 Website_ www.cjfoodville.co.kr Brochure 2012 About cj foodville

Franchise brands include healthy with different ingredients ‘’, pre- About cj foodville mium dessert cafe ‘’, convenience cafe ‘Twosome ’, and fresh & healthy premium ice cream ‘’ with 1,700 stores nationwide in opera- CJ Foodville is a compound word combining ‘Food’ and ‘Village’, pursuing toward a comfortable, relaxing, and fun tion under direct control or as franchises. family restaurant where customers can feel the same way when enjoying having a meal with families and neighbors in the village.

More Than Imagination, With its vision of ‘Create the World of New Food Culture’, CJ Foodville has been creating a Multi-Restaurant Culture Space place for everyone’s happiness, providing healthy taste and devoted service. Further, based ‘CJ FoodWorld’ on its business skills and know-how, CJ Foodville launched ‘CJ FoodWorld’, a food culture theme park, where customers can experience 17 brands of CJ Foodville and CJ Cheiljedang at one place, at CJ Cheiljedang Center in 2011. As the first flagship store in food industry, CJ FoodWorld is leading food culture trend in Korea, creating a place for customers to experi- ence all aspects of food industry from a space to cultivate food ingredients such as barley, to restaurants, cafe, bakery, supermarket, and cooking studio.

Capture the World’s Various brands of CJ Foodville have extended its business overseas beyond Korea to lead Tastes beyond Korea Korean food service industry. Beginning with its launch in the United States in 2004, TOUS les JOURS, a healthy bakery with different ingredients, has entered , , the , , and and plans to enter Singapore as well. Bibigo, a global Korean restaurant brand as a part of CJ’s Korean food globalization project, is currently operating stores in the United States, China, Singapore, Japan, Vietnam and the United Kingdom and plans to enter other countries in Europe and Asia to let customers ex- perience Bibigo and Korean food culture everywhere around the world. VIPS and Twosome has also entered Chinese market, creating a synergy effect with existing TOUS les JOURS Beginning a Journey CJ Foodville Corporation started its business by opening a family restaurant business in 1994 and Bibigo in China. Cheiljemyunso plans to enter England and the United States, too. CJ as a Global Food Service and successfully launched a homegrown, Western-style family restaurant VIPS in 1997 to Foodville plays a key role in leading global food service business, providing Korean unique & Culture Company lay the foundation as a specialized food service company. CJ Foodville Corp. has grown as a food service value to global market. firm, integrated food service company, splitting from CJ Corp. in 2000 and merging group’s franchise business division in October 2006. CJ Foodville is a compound word combining ‘Food’ and ‘Village’, pursuing toward a com- Company Overview Company Name_ CJ Foodville Corporation | Founding Date_ February 1994 fortable, relaxing, and fun family restaurant where customers can feel the same way when CJ Foodville Founding Date_ July 2000 | CEO_ Min-Heoi Heo enjoying having a meal with families and neighbors in the village. This is a strong expression Telephone_ 1577-0700 | Website_ www.cjfoodville.co.kr of CJ Foodville to deliver family-like, touching service to customers. Address_ 7~8F CJ Cheiljedang Center, 330, Dongho-ro, Jung-gu, Seoul, Korea (Postal code. 100-400) Main business sites_ Seoul (HQ), Jincheon/Eumseong(Factory) and branches Falling in love CJ Foodville with its OnlyOne spirit of pursuing differentiated taste and quality as its No.1 Number of direct/franchise stores (both domestic/foreign)_ About 1,800 with 14 Types of Diversity, value and its technical capability accumulated for over 10 years has developed creative and 1,800 Types of Happiness unique brands. Through such efforts, CJ Foodville currently runs 14 restaurant & franchise brands and multi-restaurant culture spaces, ‘CJ FoodWorld’. Restaurant brands include premium steak house ‘VIPS’, global Korean food brand ‘Bibigo’, seafood family restaurant ‘SeafoodOcean’ and ‘Fisher’s Market’, unconventional Chinese casual restaurant ‘China Factory’, New York style dining cafe ‘The Place’, New York style traditional steak house ‘The Steak House by VIPS’, noodle restaurant ‘Cheiljemyunso’, home- made burger restaurant ‘VIPS Burger’, and curry restaurant ‘Loco Curry’ and there are over 120 stores nationwide being operated under direct control.

02 03 cj foodville Brochure 2012 cj foodville Business cj foodville Business CJ FOODVILLE BRAND

CJ Foodville currently operates 14 restaurant & franchise brands and multi-restaurant culture spaces, ‘CJ Food Tous les JourS World’. We present you CJ’s unique, fun life style where you can enjoy all the processes of food culture from the Healthy bakery with different ingredients | TOUS les JOURS (TLJ) mean ‘Everyday’ in beginning. French and is a healthy bakery with different ingredients. TLJ provides healthy, fresh, and authentic European bread and cake, using flour exclusively made for baking, bay salt, and xylose sugar. TLJ has grown with the history of the Korean franchise bakery and has been pursuing its objective of ‘making healthy bread with sincerity through natural ingredients and traditional method’.

VIPS My No.1 Steak House | VIPS is an abbreviation for ‘Very Important Person’s Society’ and strives to ‘treat each and every customer as a VIP guest’. VIPS is Korean homegrown brand, not paying foreign royalty, and is a brand loved by all age groups by providing traditional, premium steak that can be tasted on at a high-class steak house and salad bar with various dishes and seasonal menus.

Bibigo Korean Healthy Fresh Kitchen | Bibigo is created as a part of CJ’s Korean food globaliza- tion project and is a new concept of Korea food restaurant with global-focused customiza- tion. Customers select rice, sauce, and toppings on individual preference. Bibigo is a com- pound word formed from Korean word ‘bibi-da (to mix)’ and English word ‘to-go’, and is a global Korean food brand, aiming to capture the world with a taste of Korean food mainly of bibimbap. CJ FOODWORLD

More than Imagination! ‘CJ FoodWorld’ is the first flagship store in food industry where OnlyOne food culture is realized with full of first, best, and differentiated at- A TWOSOME PLACE tempts and challenges. CJ’s 17 leading brands with over 60 years of history and know-how, we provide an unbelievable experience, leading Premium Dessert Cafe | A Twosome Place is a PLACE for everyone, including A (myself), fresh, tasty, and healthy food culture trend. TWO (couple, friend), and SOME (friends), to relax. A Twosome Place is leading differentiat- ed dessert culture through specializing premium desserts, which cannot be tasted in existing CJ, Tasting with Five Senses coffee shops, providing deep-roasted coffee and various kinds of sweet desserts including CJ FoodWorld is the OnlyOne place where everything about food culture can be experienced at once, from interior farm where barley and corn cake, yogurt ice cream, macaroon, and sandwich. grow and cooking class, to restaurant, supermarket, and business start-up consulting area. CJ FoodWorld is set up to experience the essence of CJ’s nature-oriented spirit and is a place to enjoy CJ’s fun life style.

Location TWOSOME Coffee CJ Cheiljedang Center, 330 Dongho-ro, Jung-gu, Seoul, Korea (Toegyero-5-ga 4-way intersection) Convenience Cafe | Twosome Coffee is a Convenience Cafe where you can have a delight- CJ FoodWorld Cheiljedang Center Branch Business Hours ful experience and a family brand of premium dessert cafe, A Twosome Place. Plus (+) on 1F L’atelier Tous les Jours-Weekday 07:00~22:00 | Sat 08:00~22:00 | Sun 09 :00~22:00 Twosome+ Coffee logo means a differentiated concept of being a plus (+) on the customers’ B1 Olive Young-Weekday 08:00~22:00 | Weekend 10:00~22:00 lives with careful concerns. Twosome+ Coffee is a trendy spot where you can enjoy fresh and Dine Out Brand-11:00~22:00(Samho Fish Cake, Freshian Brasserie until 24:00 on weekdays) unique desserts such as waffle sand, cotton candy affogato, and cube choux.

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COLD STONE Creamery THE STEAK HOUSE BY VIPS Premium Ice Cream Brand Mixing Fresh Ingredients | Cold Stone Creamery opened Traditional New York Style Premium Restaurant | The Steak House by VIPS is a fine its first store in Arizona in 1988 and is a global, premium ice cream brand with 1,700 stores dining restaurant that carefully selects the highest grade beef and perfectly cooks the best worldwide. When customer chooses preferred ice cream and toppings out of 10 ice creams steak with traditional New York steak cooking method. Various traditional, premium steaks and 40 toppings, cheerful Cold Stone staffs will quickly mixes, which could create 11.5 mil- such as porterhouse steak and dry-aged steak can be tasted with New York Manhattan lion types of combination, providing a tasty ice cream ‘just for you’. atmosphere.

China Factory LOCO CURRY Unconventional Chinese Casual Dining | China Factory is a place to eat out with joy Curry Restaurant with Unconventional Taste | Loco Curry is an unconventional curry where customers can have a dimsum buffet, desserts, and tasty cuisines with magnificent restaurant, presenting abundant taste and flavor through various menus made by 23 spices cooking shows. China Factory, as can be associated with its brand name, pleases customers’ carefully selected and blended by curry experts, deep taste of sauce which is brewed for over senses by magnificent cooking shows with fire at ‘Factory’-type open kitchen. Also, 6 types 24 hours, and fresh ingredients delivered every morning. You can experience fun by selecting of fragrant tea and over 50 kinds of traditional or fusion Chinese cuisines including chicken one ‘color and taste’ from 3 choices of Loco Curry including ‘brown sauce’ which is deep and & duck, seafood, vegetable & salad, and beef & pork are prepared for the joy of choice. rich, ‘red sauce’ which is spicy and tasty, and ‘yellow sauce’ which is nutty and tender.

THE PLACE FISHER’S MARKET New York Style Casual Dining Cafe | The Place is a New York style casual dining cafe Seafood Buffet Restaurant | Fisher’s Market is a premium seafood buffet restaurant with with exotic atmosphere, where 100 types of various menus such as salad, appetizer, pizza, a healthy menu including sushi, rolls, and salads that all age group can enjoy. Customers can pasta, sandwich, waffle, cake, coffee, beer, and wine can be enjoyed at a reasonable price taste both various cuisines made by chefs at an open kitchen and buffet dishes from sushi in a comfortable, refined atmosphere. The Place has established itself as an attractive spot to & roll section, salad bar, Chinese food section, fried food bar, grill section, noodle section, nearby workers and young people with its exotic atmosphere reminiscent of casual restau- donburi section, oden section, and bakery section rant in Manhattan, unconventional operation method and exceptional taste.

SEAFOODOCEAN VIPS BURGER Traditional Seafood Family Restaurant | SeafoodOcean provides differentiated and Healthy and Fresh Premium Homemade Burger | VIPS Burger, made up of Australian unique seafood cuisines through its new recipe and presentation method of various, high beef patty full of gravy developing the know-how of premium steak house VIPS, fresh and quality seafood to maximize each of their own taste. Various cuisines cooked by diverse, dis- smooth bun baked by technical capability of TOUS les JOURS, and fresh vegetables such as tinctive methods such as boiling, grilling, and frying can be enjoyed and unlike other seafood onion, tomato, pickle, and lettuce, provides rich taste of premium homemade burger. VIPS buffet restaurants, customers can also enjoy main menu with fresh seafood. Burger also provides fun and cheerful service with its camper-van-shaped store.

Cheiljemyunso Noodle Making Master’s Restaurant | Cheiljemyunso is a noodle restaurant that touches customers by offering the best noodles, following Korean traditional noodle making method with the spirit and devotion of a master. Cheiljemyunso with the history and know-how of CJ that has been producing flour for over 60 years! With the motto of providing ‘taste that moves the heart of Koreans’, bringing back all those memories and nostalgia of noodle shops.

06 07 cj foodville Brochure 2012 cj foodville’S Global Business cj foodville’S Global Business ing a total of 20 direct control stores and growth has accelerated since 2010 to become the Tous les Jours began its expansion overseas by entering the US market in 2004 and opened its 1st China store in No. 1 bakery in the Vietnam market. Beijing in 2005. Bibigo, which has been established in May 2010, has led the effort to globalization and promoting Tous les Jours will aggressively expand stores across all Southeast Asian countries including the excellence of Korean food to successfully position itself as a global Korean food brand entry into Indonesia, Cambodia, and Malaysia in 2012 and plans to actively execute compre- hensive strategy of achieving ‘No. 1 revenue in Southeast Asia bakery markets’

Bibigo Bibigo, which has been established in May 2010, has led the effort to globalization and pro- moting the excellence of Korean food to successfully position itself as a global Korean food brand. Beijing store, which was the first overseas store opened in August 2010, has more than 30% of its revenue as take-out to successfully instill bibimbap as convenient, healthy nutritious meal to Chinese and LA store in the US has popularized dolsot bibimbap and cre- ated many local bibimbap fans. Popular internet media Huntington Post selected Bibigo as LA region’s number 1 healthy fast Global networks food, KCAL9 News of LA’s CBS affiliate reported it as ‘Notable Restaurant’, and LA Time’s Tous les Jours TWOSome coffee business section cover story has recently introduced Bibigo as key example of Korean brand US_ 23, China_ 25, vietnam_ 25, Indonesia_ 9 China_ 6 Philippines_ 9, Cambodia_ 3 entering the US market. Malaysia_ 3 VIPS In addition to opening more stores in Beijing, China, US, and Singapore in 2012, Bibigo has China_ 1 BIBIGO successfully expanded into new markets of Europe, Japan, and Southeast Asia. After con- US_ 4, China_ 6, vietnam_ 1, JAPAN_ 7, CJ FOODWORLD tinuous localization efforts in stores of each region, there are plans to rapidly increase store Singapore_ 3, UK_ 1 China_ 1 expansion by creating a Joint Venture or Master Franchise type agreement with overseas local partners with restaurant capability from 2013. TouS les Jours Tous les Jours began its expansion overseas by entering the US market in 2004 and opened By 2016, Bibigo plans to expands its presence in 20 countries and will develop as world’s its 1st China store in Beijing in 2005 and then 1st Vietnam store in Ho Chi Minh in June 2007, first globalized Korean food brand and mega brand exceeding sales of 2 trillion won ranging and opened stores in the Philippines and Indonesia in 2011. As of 2012, 97 stores are in from home cooking to restaurants. operation under direct control or as franchise store with in US, China, Vietnam, Philippines, Indonesia, Cambodia, and Malaysia. Together with US and China, Tous les Jours has emerged the most in the Southeast Asian CJ FOODWORLD CJ FoodWorld, a multi-restaurant culture space, took the first step into China in 2012. CJ markets recently. Beginning with direct entry into Vietnam in 2007, and instead of direct FoodWorld ‘Lidu Beijing’ is the first multi-restaurant culture space abroad where CJ Food- entry in Malaysia, Philippines, Cambodia master franchise contract has been signed with a ville’s most representative brands including Tous les Jours, Bibigo, VIPS, and Twosome Coffee local company to earn brand royalty and fee in exchange for technical support and brand can be enjoyed at one place. CJ Foodville is a company consistently developing creative and usage rights. unique brands and CJ FoodWorld, a place where all the core competences of CJ Foodville Popularity of Tous les Jours in Vietnam is exploding and can be described as ‘bakery Korean are concentrated, will create a brand-new world of food culture, expanding into various wave’. After opening its 1st store in Vietnam on June 2007, Tous les Jours is currently operat- countries, starting with Lidu Beijing.

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1994 - CJ Food & Beverage division founded 2009 - ‘The Steak House by VIPS’ brand launched - ‘Skylark’ brand launched - Awarded True Company Award by Ministry of Labor for promoting employment of the disabled 1997 - Korea homegrown brand ‘VIPS’ launched. 1st store opened in Deungchon - ‘Tous les Jours’ brand launched. 1st store opend in Guri/Gyomun 2010 - A Twosome Place opened 100th store - Tous les Jours frozen goods factory completed (Chungbuk Eumseong Daeso factory) - Tous les Jours launches new BI ‘Healthy Homemade Bakery’ - VIPS opened Dongtan store applying Korea’s No. 1 Steak House SI 1999 - Tous les Jours awarded “Korea’s Best Franchise Brand Award in 1999” - Overseas targeting bibimbap brand ‘Bibigo’ launched and 1st stores opened in China, United States, and Singapore 2000 - VIPS exceeds 1 million customers - Opened unconventional curry restaurant ‘Loco Curry’ - CJ Foodville Corp. separates from CJ Corp. 2011 - ‘Twosome coffee’ casual cafe for 1828 young generation launched 2002 - ‘A Twosome Place’ brand launched - Opened Tous les Jours concept store in Gangnam station - ‘Cheiljemyunso’, ‘VIPS Burger’ brands launched 2003 - ‘After the Rain’, ‘Czen’, ‘Hancook’ brands launched - Tous les Jours opened 1st store in Indonesia - Tous les Jours opened 1st store in Philippines 2004 - Tous les Jours 1st store launched in the United States - A Twosome Place opened 200th store - Opened multi-restaurant cultural space ‘CJ FoodWorld’ 2005 - ‘Czen’, ‘After the Rain’ merger & acquisition - Tous les Jours 1st store opened in China 2012 - Bibigo opened London store in UK - ‘Cafe Sobahn’, ‘N Grill’ brands launched - Bibigo holds Korean food banquet at British Royal Victoria & Albert (V&A) Museum - VIPS and Twosome coffee opened 1st store in China 2006 - VIPS awarded Grand Prix in CJ OnlyOne Prize in Customer Service - ‘CJ FoodWorld’ first overseas expansion in China’s Beijing Lido region - ‘Bangkok 9’, ‘SeafoodOcean’, ‘Cold Stone Creamery’ brands launched - Bibigo opened 1st store in Japan, Vietnam - CJ Corp. bakery business unit merger & ac quisition - Tous les Jours opened 1st store in Cambodia - ‘China Factory’, ‘Fisher’s Market’, ‘The Place’ brands launched - Tous les Jours opened 1st store in Malaysia - Tous les Jours opened 20th store in Vietnam 2007 - ‘Dono Studio’ brand launched

2008 - Tous les Jours opened 1,000th store - Eumseong factory acquired certificate for Occupational Safety and Health Management System (KOSHA18001) (12/23)

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