Vietnamese pho is, without argument, the most well-known noodle dish from Vietnam. Pho noodle has swept all across the world, making those who tasted it so enamored with the dish that they always want more. So how is Vietnamese pho doing in the Philippines, a mere 1000 or so miles east of Saigon? Are Filipinos as taken in by pho as, say, the Americans and the Australians?
Chef Didier Corlou is one of the culinary authorities on Vietnamese pho and cuisine. He’s been in Vietnam since 1991 playing a vital role in developing and promoting Vietnamese cuisine to a new level. Here’s an in-depth interview with “Le Chef” Corlou on various aspects of Viet pho, from his own thoughts on how to cook pho, to pho franchise, to even pairing wine with pho!
Saigon-based pho franchise Pho 24 is planning to come west to the U.S., with plans calling for a number of Pho 24 restaurants to open in key American markets, bringing the most authentic Vietnamese cuisine to the American sophisticated palates. I must admit that given the chance to taste something authentically close to what’s available in Vietnam, without actually going there, that’s gotta be pretty cool.
The popularity of pho is rapidly spreading in the Philippines. While there are some independent pho shops, the main pho battle in the Philippines seems to be between 3 key pho players: Pho Hoa franchise from Northern California, Pho Bac, and Pho 24 out of Saigon Vietnam. The battle for pho supremacy in the Philippines may have already started as more Filipinos become acquainted with pho.
Pho Empire, a pho noodle restaurant and franchise, is located in Arlington and Irving, Texas. Pho Empire offers the pho noodle that people have come to love, with other regular Viet fare, such as various rice meals, rice vermicelli and other noodle dishes, and vegetarian selections. While franchising can be profitable, having to many selections may hinder management and growth, even survival, of the franchise.
Pho Hoa, a global franchise serving typical Vietnamese pho dishes in various parts of the world, has artfully positioned pho dishes as the top choices for health conscious eaters. Regular pho connoisseurs may not go for the Americanized direct branding and marketing, but Pho Hoa needs to attract new first-time diners and the curious in order to continue expanding the franchise. Pho Hoa is currently in the U.S. and Canada, with expansion in various countries in Asia, such as Korea, the Philippines, Malaysia, and Singapore.