EndemolShine Boomdog, part of Banijay Americas and producer of the successful culinary competition series “MasterChef,” has renewed for the second consecutive year its alliance with Vips, the largest family restaurant chain in Mexico, with the goal of offering a gastronomic experience inspired by the flavors and excellence of the format, along with Vips’ iconic cuisine that makes guests feel at home.
The second edition of this collaboration will take place between April and August 2026 across the more than 230 restaurants that Vips operates in 50 cities throughout the country, offering diners a wide variety of flavors designed for different tastes and dining occasions.
“We are very excited to continue collaborating with Vips. MasterChef Mexico is one of the most beloved formats among Mexican audiences, so continuing to expand the brand together with Vips is of great value. We are confident that this proposal will be enjoyed by guests, whether during a casual meal, a family celebration, or a gathering with friends,” said Javier Pérez Teuffer, Chief Operations Officer of EndemolShine Boomdog.
For his part, Edgar Salgado, Commercial and Marketing Director of Vips, stated: “Vips is not only a brand made in Mexico; it is a restaurant that Mexicans have made their own for more than six decades. That is why we aim to connect with our guests in every visit through experiences and flavors that are meaningful to them, such as MasterChef Mexico.”
As part of this initiative, Vips will incorporate into its menu a gourmet offering inspired by “MasterChef,” available during key dates for Mexican families such as Mother’s Day and Father’s Day, among other celebrations. The goal is to ensure that every special moment is accompanied by dishes inspired by traditional cuisine, such as pink mole enchiladas, chicken cordon bleu, and salmon pasta, among others.
During its first year, the collaboration contributed to the growth of Vips’ nationwide sales and included special menus for Mother’s Day, Father’s Day, and the Independence Day celebrations, as well as in-restaurant activations, social media campaigns with content creators, and initiatives directly linked to the program.
Produced by EndemolShine Boomdog, “MasterChef Mexico” premiered in June 2015 on TV Azteca and has since established itself as a benchmark in national television, breaking audience records, generating strategic alliances with leading brands, and achieving a strong impact across digital platforms and social media. The most recent season, “MasterChef Celebrity: Generations,” ranked as the number one primetime show on TV Azteca.
Present in more than 200 territories and watched by over one billion people worldwide, “MasterChef” is a leading global brand that promotes sustainable production and inclusion both on and off screen. From cruises and live experiences to kitchenware lines and culinary products, the franchise has transcended television to establish itself as a multiplatform brand with a direct connection to consumers worldwide.
