Editor’s note: From time to time LovingPho.com features guest posts offering various interesting views on pho. This is a guest post from a Filipino acquaintance.

Updated 09-15-09. Vietnamese pho is, without argument, the most well-known noodle dish in Vietnamese cuisine. 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?

Filipinos Loves Foods

No doubt, Filipinos love good food. They have an active interest in food and they will try anything at least once. And since the Philippines is the land of the infamous balut (duck embryo) and barbecued chicken intestines, among other exotic fare, you can be sure in the knowledge that Filipinos can be adventurous with their food.

This innate love for good food and the fact that the Filipinos are quick to embrace foreign cultures explain why foreign cuisine is so well represented in the Philippines. Spanish, Tex-Mex, French, Italian, Chinese, Japanese, Thai, Indian, Australian, German, Middle Eastern – you name the cuisine, and you are highly likely to find it in the Philippines. No surprise, Vietnamese cuisine is well represented in this country as well.

Vietnamese Pho in the Philippines

Admittedly, the craze for Vietnamese pho has not yet taken root in the Philippines. The presence of pho in the Philippines can be felt, and pho does have its own fan base among Filipinos, but not as strongly as might be expected. The Philippines is a melting pot of cuisines and pho is just one among many that are trying to gain the fickle taste buds of the Filipinos.

In the Philippines, pho has strong competition among both foreign and local dishes. Japanese and Chinese noodle soups are well loved by Filipinos, at least partially because they are very good and because they’ve been here much longer than pho. The notorious tom yam soup from Thailand has its own followings. In fact the Filipinos themselves have their own soups that are just as flavorful as pho.

Nonetheless, if you are in the Philippines and you want pho, just head to one of the numerous malls in the country. You will inevitably find a Vietnamese restaurant there that serves pho. Some of the more popular Vietnamese restaurant chains in the Philippines are:

• Pho Hoa. Pho Hoa belongs to a franchised chain whose parent company is based in California. Pho Hoa serves pho in the southern Vietnamese style, and diners can choose from many standard meat cuts they want in their pho.
• Pho Bac. Pho Bac (Northern Pho) is also a franchised chain in the Philippines. Contrary to its name, the place does offer a choice of southern Vietnamese style pho.
• Pho 24. Pho 24, the most successful chain of restaurants specializing in pho directly from Saigon, Vietnam, also has a presence in the Philippines. Company owner Ly Quy Trung has expanded his company worldwide through franchise agreements, and the Philippines is among those covered.
• Independent pho shops. Many Vietnamese in the Philippines patronize other independent Vietnamese restaurants and Vietnamese pho shops as well. These are general established by Viet refugees before the franchises came in, their quality are very good, and they continue to be strong competitors in the pho war.

Pho Still Has A Long Way to Go Yet

If you want pho in the Philippines, you will definitely find it inside many malls and in Vietnamese and Chinese ethnic business areas. Authenticity is generally up there, and pho in the Philippines is as good as one can get within and outside of Vietnam. It has its niche of followers, but it still has a long way to go in the Philippines.

Pho in the Philippines: Have Filipinos Taken to the Pho Phenomenon? is a post from: Vietnamese Pho Noodles

I wrote about Chef Didier Corlou before (see article “Chef Didier Corlou, A Passion for Pho and Vietnamese Cuisine“.) because I very much admire his tremendous knowledge and passion for Vietnamese foods, and for pho in particular. Recently I had a chance to interview the “Maitre de cuisinier de France” himself over email. Chef Corlou is a very busy man so I’m honored to have him spend some time to share his views on Vietnamese and French cuisine, his view on the state of pho, and his new culinary ventures.

First a little bit more about Chef Corlou. In a sentence, Chef Corlou’s resume could be summarized as noted on his homepage of didiercorlou.com.

After over 30 years of experience worldwide – in Africa, Asia, Europe and America – and 14 years as Chef of Sofitel Metropole Hanoi, I now offer you a variety of buffet, diner and cocktail menus, with exotic-themed or European, traditional or contemporary dishes.

“Le Chef” Corlou is a member of the Culinary Academy France and is a 5 Stars Diamond Award Chef. With extensive traveling, cultural and culinary experience from around the world, Le Chef is now working out of Vietnam, running his new Verticale restaurant in Hanoi, opening up On the 6 in Saigon, while managing a training center and catering business.

Here’s a Didier Corlou bio.

• 1956. Born in Henebont, France.
• 1976. Africa, the Big Start: discovering of Ivory Coast and its lagoon from Abidjan.
• 1977. Entering to the ACCOR group: Caribbean, Bora Bora, the Comoros. With the regions and countries, it’s the meeting with the green papaya, giant mussels, wild pig, ginger and vanilla…
• 1991. Arriving in Vietnam…
• 1992. The cuisine simmers with Sultans in Malaysia, Fidel Castro or President Clinton, crowning of Prince Sihanouk; Chef at Sofitel Metropole where he managed a French and Vietnamese restaurants…
• 2003. Winning Gourmand World Cookbook for “Didier Corlou’s Vietnamese Cuisine” and publishing “Cooking with Chef Didier”…
• 2005. Opening of L’Escale restaurant in Siem Reap, Cambodia…
• 2006. Consultant, advisor in gastronomy for Sofitel Metropole and for many projects in Asia; Prepared dishes for President Bush at the APEC Summit…
• 2007. Guest Chef at Le Notre School, France;
Opening of “La Verticale” restaurant in Hanoi, Vietnam – ranked top 100 world best new restaurants by Conde Nast magazine in 2008; Opening of Corlou Catering, Pastry, Cuisine in Hanoi, Vietnam…
• 2008. Guest Chef at “World Gourmet Summit 2008” in Singapore; Guest Chef at “Hotel New Otani Osaka”, Japan; Guest Chef at Le Notre School, France for the new fusion cuisine; Publishing “A la verticale des epices” and “Five seasons – a Vietnamese collection of Gastronomic Journey”…
• 2009. Guest Chef at Diner de gala Escoffier, Shanghai, China; Guest Chef at TRU Vietnamese and Thai, Hongkong; Guest Chef at Ikarus in Hangar-7, Austria.

Chef Corlou has recently received the “Star Diamond Award” from the American Academy of Hospitality Sciences.

Let’s get on to the interview. I use text in brackets [...] to clarify the message as needed.

Lovingpho (LP): Do you consider yourself a French chef specializing in Viet cuisine, a Viet chef specializing in French cuisine, or maybe somewhere in between, or competely outside of the range of these descriptions?
Didier Corlou (DC): I am a French chef who [is] fascinate[d] in the gastronomy of all the world, and has an advantage in Vietnamese cuisine.

LP: What were the factors that drew you to Vietnam in general, and Viet cuisine in particular?
DC: The first reason is to discover, of course, the Vietnamese cuisine. However one more important thing is the habitants. All these factors make me stay with this beautiful country.

LP: What were some of the most important factors/ideas/concepts during your training that you deem important/critical for your knowledge and success today?
DC: I don’t consider myself a successful chef. However, in my oppinion, the most important factors lie on the way you present your work with a strong will and the desire for learning new things.

LP: If you can share some of your proudest achievements at the Sofitel Metropole Hotel, what would they be?
DC: During more than ten years working at Metropole, I am glad that I’ve built up the standard of Vietnamese cuisine.

LP: What would you select as some of the most important Viet dish(es)? And why? And what are some of your favorite Viet dish(es) you like to enjoy yourself? And why?
DC: For me, Pho is the most important and also my favorite Vietnamese dish, because it is very delicious, but not expensive. You can find it everywhere.

LP: What would you select as some of the most important French dish(es)? And why? And what are some of your favorite French dish(es) you like to enjoy yourself? And why?
DC: It is difficult for me to say which French dish is the most important. Each region has its own regional product and speciality. So it depends also which French region I am standing to answer the question what is my favorite French dish.

LP: How many years have you followed pho development, or developed pho yourself? And how have you seen pho changed during this time?
DC: [Since] my arrival in Vietnam, I have seen a lot of progress of Pho with better quality and more delicious [ingredients]. Moreover, each region now has developed its own Pho according [to] its own regional product. For instance, now we have Pho with prawn in the regions near the sea, Pho with vegetables in Dalat, and Pho with foie gras… [!]

LP: What are some of the worst/unacceptable pho preparation techniques that you have encountered?
DC: Everyone has own technique but the most important thing to have a good taste of Pho is the broth. In my oppinion, the worst technique is adding the glutamate-Maker of food seasonings [monosodium glutamate] in the broth and I [would] never do it. I make my Pho with Vietnamese spices (Cardamom, star anis…) instead of glutamate.

Chef Corlou’s Pho With Salmon!

Chef Corlou’s Cooking Class – Making Banh Cuon

LP: What do you think is the difference between pho in North Vietnam versus pho in South Vietnam today, or are there differences any more? And if so which do you personally prefer?
DC: North of Vietnam is the origin, the cradle of Pho. Generally, the Pho of the northern [is] featured by the salty taste, and the South by sweet. And Pho in the South is paired with more herb[s] than in the North.

LP: Can you share your thoughts on pho development outside of Vietnam, specifically in Australia, Europe and in the U.S.?
DC: Pho is more and more developed not only in Vietnam. There are 2 Vietnamese dishes that I see developing strongly outside of Vietnam: Pho and “Bun Bo” – Fresh noodle with beef. I see in France, there is the “Pho complet” – The Pho with prawn, pork and beef…in a bowl. It is very good.

LP: Do you see a problem/issue with pho being developed within Vietnam and outside of Vietnam in parallel, at the same time? Will they diverge into something different?
DC: I don’t think the development of Pho is [in any] threat, we must leave Pho [to] progress, we can not put it in the museum. [Everyone] can have his way of cooking Pho [as] he [wishes]. However [even if] Pho has developed to other kinds like “pho cuon”, “pho chua” , “deep fried pho”… no one [should forget] the tradittional Pho.

LP: It is difficult for restaurateurs and business people not to jump in to franchise foods that are popular and if there exists a market for them. Can you share your views on franchised pho?
DC: As you can see, the “Pho 24” is very successful with the franchising. It is no problem if we can market the Pho, but it must follow a recipe. Also, it [still] exists [in] many small restaurant[s] in the street [which are] very popular. I really appreciate that.

LP: Do you have one and only one recipe for pho, or do you advocate several different recipes? What are your reasons for your preference(s)?
DC: I have a basic recipe for cooking Pho. When cooking the “Hanoian Pho”, I respect strictly to this recipe. However, I still create my own style of Pho based on the products [I find]. For example, I can change some spices in the broth but just a little to have a matching between the broth and the products [/ingredients].

LP: Today pho is just fine the way it is for many people. Where do you see pho heading in the future?
DC: Pho is for everyone, [anytime] and easy to eat though it takes a long time to cook. In my opinion Pho is a potential [platform] to develop [further].

LP: Given so many types of foods to choose from, how often do you enjoy a bowl of pho? And if you do, where would you go for pho?
DC: That’s right we have now many types of foods, but for me one bowl of Pho a week in a small traditional Hanoian Pho street is ideal.

LP: Please share with our readers your current endeavors with La Verticale, OnThe6, and your Training Center.
DC: At this moment I want to concentrate on La Verticale and try to put the spices of Vietnam in the right place like they deserve. In Vietnam, we have many spices, we have 54 minorities with a lot of minority spices. The King people is majority but do not know how [to] use these spices. They use more herbs than spices. [Editor's note: King people are an ethnic group of Vietnam, comprising 86% of the population as of the 1999 census, originating from what is now northern Vietnam and southern China, according to Wikipedia on Vietnamese People.]

I want to continue developing the new Vietnamese cuisine; also, to share my cuisine with people who [are fascinated by] Vietnamese cuisine. I [have] issued the collection “Five [seasonings]” with Vietnamese traditional recipes and modern recipes. The [training] center always has these available.

LP: Finally, they say a Frenchman must have wine with every meal. What would you choose that may go well with pho?
DC: It is a interesting question! Normally, at the restaurant, it is difficult to have the matching wine with soup. But for the Pho, it is great to have a glass of Merlot red wine before eating but never beer! The red wine will put up the taste of Pho. However, do not drink while eating the Pho. After, the tea is good idea.

I’d like to send a big thank you to Chef Didier Corlou for this interview, and also to his assistant Ms.Luong for her help coordinating it. All photos courtesy Chef Didier Corlou.

An Interview with Chef Didier Corlou on Vietnamese Pho and Cuisine is a post from: Vietnamese Pho Noodles

I’ve written about a number of pho franchises that exist both in the U.S. and in Vietnam. Most pho franchises tend to start in the states (mostly from headquarters in California) then expand to other states and Canada. Some have been more aggressive and ventured outside North America eastward toward Asia and Australia. There is, however, another aggressive move simmering: Saigon-based pho franchise Pho 24 is coming west to the U.S.

A Houston entrepreneur is in negotiation to bring Pho 24 where no Vietnam-based franchise has gone before, to borrow a certain well-known phrase. The plan calls for a number of Pho 24 restaurants to open over a yet to be announced period of time in key American markets, bringing the most authentic Vietnamese cuisine to sophisticated American palates.

On Pho 24′s menu being offered in Vietnam are a variety of truly authentic pho noodle dishes, together with offerings of various popular Viet broken rice dishes and refreshments.

Pho 24′s name itself describes the restaurant’s offerings. Pho 24 uses 24 “secret” ingredients and spices in its pho broth, which is diligently stewed for 24 hours before it is served. The most common and popular pho bo and pho ga (beef and chicken pho, respectively) each costs $24,000 Viet dollars or US$1.35 (based on mid-May 2009 exchange rate.) Finally Pho 24 restaurants in Vietnam open 24 hours. I guess it remains to be seen if its American counterparts will do the same as well.

Details are still sketchy, but for pho fans in North America, there are reasons to be excited. Oh there’s nothing wrong with your favorite local pho shop. But 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.

When they moved into countries like Vietnam and China, American franchises like McDonald’s and KFC had to make adjustments to their menus to cater to local tastes and to take advantage of local opportunities, strategies and supplies, all while maintaining their brand identity. It will be interesting to see what Pho 24 will do to its cuisine to attract American diners while staying true to its gastronomic roots.

More on Pho 24:

• Eating and Franchising Pho 24 – Bringing Secret Pho Recipe to the World
• Global Pho: Pho Franchises Around the World
• Pho in the Philippines – Battle for Pho Supremacy is Heating Up
• Vietnamese Pho: Franchised and Going Mainstream?

Pho 24 Coming to the States to Take on U.S. Competition Head-On is a post from: Vietnamese Pho Noodles

The popularity of pho is rapidly spreading, and here in the Philippines, the pho-nomenon is currently on the rise. Although it is not extremely popular, the pho industry here in the Philippines thrives on certain market niches such as health conscious eaters, diet watchers, food lovers, and the huge Chinese and the growing Korean population.

The first few restaurants made their way to the area not because of high demand but to take advantage of franchise and expansion opportunities. In fact, when the first pho restaurants opened, several people were not familiar with the dish and the types of food served. Most were unsure how the word “pho” should be read. But when the pho restaurants came, they conquered, and eventually, pho became a cultural favorite among families and friends, especially those who love to try culinary varieties and for those who like to experience different culture, with pho being a representative of the Vietnamese, and partly of the Asian, culture.

Pho Hoa Franchise

The most popular pho restaurant in the country today is Pho Hoa, which is part of Pho Hoa franchise headquartered in Northern California. Pho Hoa now has eleven branches scattered across metropolitan Manila and Quezon City, the main branch being the Tomas Morato location in Quezon City. Aside from that, Pho Hoa can also be found in Makati, Greenhills, Libis, and other much farther locations such as Alabang and Pampanga. Some of the locations can be found in malls, enjoying a regular and constant stream of casual diners and mall visitors.

As for the other branches, these are the testimonies of the popularity of pho in the Philippines since customers actually go out of their way to visit these locations. Pho Hoa is currently the leading pho restaurant in the country, serving authentic and enticing pho dishes and other Vietnamese culinary treats. The food offered are truly Vietnamese and when you eat there, you can smell and feel the flavor of exotic pho in the air, completing your Vietnamese culinary experience. read more about Pho Hoa franchise.

Pho Bac

Pho Bac Metro Manila. Photo courtesy RonnieR, skyscrapercity.com.

Following not far behind in terms of popularity is Pho Bac. Pho Bac has often been compared with Pho Hoa. Even if a lot of customers still prefer Pho Hoa, Pho Bac has its own unique offers.

Noticeably, the Pho Bac restaurant interior feels a little homier than most Pho Hoa branches. Pho Hoa has a casual air, while Pho Bac feels cozier. A lot of pho lovers seem to prefer the casual atmosphere for eating pho because it livens up the experience, but the Pho Bac locations have their own appeal.

Comments about Pho Bac vary; some find that it lacks the authentic Vietnamese touch and the food is not as good as those served in Pho Hoa. On the other hand, for those who want to be able to enjoy Vietnamese food for the taste and not as a food expert or a culinary critic will definitely find the Pho Bac menu tempting and comfortable at the same time.

Pho 24

Aside from Pho Hoa and Pho Bac, Pho 24 is also gaining popularity among Filipino and Filipino-Chinese eaters. Pho 24, like Pho Hoa, is another popular international pho franchise brand headquartered in Saigon, Vietnam. It has a branch in Makati, with the restaurant brightly lit and decorated in Southeast Asian theme to stay true to Vietnam’s culture.

The food is great and authentic, though in terms of popularity, it has not yet reached Pho Hoa’s level since the latter came to the country earlier. Pho 24′s mall-based location, however, helps it bring in a steady flow of customers looking for Asian food, noodles, or simply something different. Read more about Pho 24 franchise.

Now, gone were the days when the people in the Philippines were baffled at the exotic-looking restaurants with the unusual names. The pho scene in the Philippines is on a continuous growth spurt. The niches are also starting to break, as more and more people become acquainted with pho and definitely hooked to it. The battle for pho supremacy in the Philippines may have already started.

Pho in the Philippines – Battle for Pho Supremacy is Heating Up is a post from: Vietnamese Pho Noodles

Pho Empire is a small pho noodle restaurant and franchise, with locations in Arlington and Irving, Texas. Pho Empire offers the pho noodle that people have come to love, while also getting a little creative with noodle dishes called tofu and seafood pho. Pho Empire also serves other regular Viet fare, such as various rice meals, rice vermicelli and other noodle dishes, and vegetarian selections.

Despite of its name, a quick review of Pho Empire’s menu tells me that it’s more of a typical Vietnamese restaurant than a pure pho shop. In addition to pho, the extensive menu offers other staples of Vietnamese cuisine. The selections range from breakfast dishes, lunch, and dinner offers, with many one-dish meals, various rice and vermicelli (bún) dishes, vegetarian, appetizers, and chef’s specials. A quick read on various review sites reveals sporadic quality and consistency before late 2008 time frame, but customer satisfaction has much improved since then. So restaurant management may have their act together now.

Some of the dishes on the menu really look delicious, but my own personal feeling about pho restaurants is that if you serve all kinds of dishes then you can’t do justice to pho itself. And having this many selections on the menu will certainly hinder effective management and growth of the franchise, for both the pho franchiser and franchisees.

Pho Empire bowl of beef pho. Courtesy Pho Empire.

Pho Empire is open to all seeking franchise opportunities, offering a thriving and promising business venture in the age of health-conscious eating. As in other franchises, franchisees will open business with the already established Pho Empire name along with help in training, operation, and development. According to the company, staff training is thorough and the tried and tested operation system of all Pho Empire franchises will be applied. The initial investment cost will depend on the projected cost of construction and development needed. The royalty fee is at 5% of gross sales, and the marketing fee at 1% of gross sales, which will ensure that the brand is well-promoted and recognized throughout the market. For additional information visit Pho Empire franchise. As in any other business venture, consider consulting with a professional counsel.

It will take a little more work and development to really define Pho Empire’s own strong brand image and quality as a franchise. The two restaurants may be doing just fine, continuing to attract old and new clientele. But while the company may be trying hard, I think Pho Empire still has a way to go as a franchise.

Do you have personal experience eating at Pho Empire? Share with us.

Pho Empire Noodle & Grill – Franchising the Vietnamese Cuisine is a post from: Vietnamese Pho Noodles

Updated 04-25-10. This Pho Hoa is now closed, as far as I know, since the end of 2009.

Pho Hoa is a franchise serving pho dishes in various parts of the world. While I doubt if Pho Hoa offers anything more special than a good pho shop or restaurant, the company’s main marketing and franchise theme focus is on the healthy nature of their pho.

Pho Hoa is a company centrally based in California, U.S.A. It now has locations scattered throughout the country as well as in Canada and various countries in Asia, such as Korea, the Philippines, Malaysia, and Singapore. Most locations are set up in areas with large Asian populations, offering an excellent rendition of global pho to a large customer base even in Montreal and New Orleans. Pho Hoa has come a long way from its humble beginnings in 1983, when the first Pho Hoa branch opened in San Jose. What used to be a small restaurant with a small kitchen and very few seats now offers franchising opportunities across the globe.

All the dishes served in the Pho Hoa franchises are carefully planned to ensure that each meal is a balanced meal for the customers, according to the company’s website. Offering an extensive menu of various pho dishes, Pho Hoa can be the ideal pho franchise that promises great benefits to customers and to franchisers alike. The company is open to those interested in a Pho Hoa franchise, with a form already made available on the Pho Hoa website.

With a fairly decent pho recipe and the commitment to healthful cuisine, Pho Hoa has artfully positioned pho dishes as the top choices for health conscious eaters. To diners who are familiar with pho, however, Pho Hoa’s pho is not necessarily any more healthy or special than their other favorite pho places. In fact to those who enjoy pho regularly, branding Pho Hoa’s pho as healthy, low-calorie with the choicest of meat cuts, as proclaimed by Pho Hoa itself, may sound somewhat foreign and even forced. There may be many different pho recipes used by different chefs, but the end result should be about the same in terms of fat content and calorie count no matter where you go. I would say the only concern among regular pho eaters regarding their pho, next to the fact that if the pho tastes good to them or not, is that if a restaurant uses more or less MSG or monosodium glutamate in the broth. But I digress.

Reviewing Pho Hoa’s menu reveals the many typical pho combination and permutation of ingredients together with other classic Vietnamese fare. Aside from the pho, Pho Hoa also offers an assortment of appetizers, rice plates, vermicelli bowls, and beverages to accompany them. So there’s really nothing special there. But the fact that Pho Hoa clearly groups their pho menu into “For the Beginners,” “Just the Regular,” and “The Adventurer’s Choice” tells me that Pho Hoa’s marketing goal is to attract the uninitiated to try pho for the first time. There’s nothing wrong with this and in fact it is almost an absolute requirement for a franchise to do this in order to continue to develop, expand and survive in new markets.

I never did a full review of Pho Hoa as a franchise with proper ratings and points on a bowl of pho, but did give a narrative review of one Pho Hoa restaurant in Little Saigon. You can read about it in this article “Vietnamese Pho: Franchised and Going Mainstream?” My friend Mason also just did a review of Pho Hoa Berkeley.

On a side note, Pho Hoa the franchise is not the same as a number of independently-owned Pho Hoa restaurants that still exist in many Viet communities in the U.S. Here’s a photo of one of the non-franchised Pho Hoa in Linda Vista, San Diego CA.

Pho Hoa Franchise: Purely Pho, Purely Healthy is a post from: Vietnamese Pho Noodles