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.
Australians love their pho just as much as the Vietnamese or Americans do, and the presence of pho in Australia is almost as prominent as it is in the United States. Concentration of pho shops can be found in many Australian cities including Sydney in New South Wales, Melbourne in Victoria, Adelaide in South Australia, and Brisbane in Queensland. Here’s an overview of pho in Australia.
Pho 24 is an up and rising noodle restaurant chain serving exquisite pho rice noodle dishes. Pho 24 now has store locations in Cambodia, Indonesia, the Philippines, and Sydney, aside from its many locations within Vietnam. What’s with the number in the name? Another pho restaurant name with numbers? It’s actually not what you think.
Vietnamese pho franchises going global with “Pho-nomenon.” Witness current top pho franchises such as Pho Hoa, Pho Que Huong, Pho 24, Pho Empire, and Pho & Grill.
When you consider that ingredients are now much easier to source, that if you can recreate a great pot of soup stock in a cookie-cutting way over and over again, coupled with the fact that restaurateurs are more confidence about how a non-Vietnamese might accept and enjoy a healthy bowl of pho, you have a good formula for pho expansion.