Why PHO24® Is The Leader of Vietnam’s Pho Restaurant Scene
- PHO24®
- Aug 13
- 4 min read
Pho is for the heart, body, and soul. It is Vietnam’s ultimate comfort food, loved for its balance of nutrition, flavor, and warmth. At PHO24®, we are proud to represent authentic pho and elevate it into a modern dining experience that remains accessible to everyone.
For more than 20 years, we have served bowls that stay true to tradition: handmade noodles with no preservatives, broth simmered for 8 hours with 24 carefully chosen ingredients, and top-quality meats prepared with care. Our mission is simple. For Vietnamese, we provide a taste of home. For foreigners, we provide a true taste of Vietnam.
Consistency - The Foundation of Leadership
One factor that has contributed to PHO24®’s leadership position is considered essential by the brand team: “Consistency. From flavor to hygiene to customer service, we make sure customers can trust every bowl. This is one cornerstone of our foundation as the leader.”
Consistency is about more than flavor. It is about trust and reputation. Our restaurants maintain strict hygiene standards, guarantee top-quality meats, and ensure that a bowl you enjoy at one restaurant tastes the same at the next. This reliability is one reason Vietnamese families return to us week after week, and why travelers trust PHO24® as well.
Tradition Meets Modern Expectations
Pho cannot be rushed. You cannot cheat the cooking time. At PHO24®, our broth steeps for 8 hours to reach maximum flavor, extracting the natural sweetness and umami of beef bones, enhanced and balanced by veggies, herbs, and spices to form our signature 24-ingredient recipe. Every bowl is a story of patience, balance, and authenticity.
At the same time, modern diners expect more. They want transparency, professional service, and convenience. PHO24®'s representative explained: “We keep the core recipe sacred while presenting it through contemporary branding, clean restaurants, fast service, and an experience that honors pho’s heritage but speaks to today’s lifestyle.”
This balance between tradition and modernity is one way PHO24® has stayed ahead in a competitive food landscape.
Serving Both Locals and Tourists - The Taste of Home & The Taste of Vietnam
Pho is "soul food"; and can be an emotional experience. For locals, it is the taste of home, a comfort that never grows old. For tourists, it is the gateway to Vietnamese culture. PHO24® makes sure both experiences are honored.
One of our core values highlights our role: “We offer an experience that feels authentic to locals while being easy to approach for visitors. Clean restaurants, clear menus, and cultural storytelling help bridge the gap.”
Our goal is that you never get tired of pho. Each bowl delivers great mouthfeel, complexity, and balance, light enough to eat daily, yet satisfying enough to crave again tomorrow.
Innovation Without Compromise
Innovation has been critical in securing PHO24®’s leadership position. As the team explained: “Consistency builds trust. Innovation keeps us ahead. We combine both, developing healthier recipes, enhancing the dine-in experience, and integrating technology - while never losing authenticity.”
At PHO24®, innovation means adding convenience while holding firm to our no-compromise philosophy. Our digital ordering options, home delivery, and efficient in-store service bring pho closer to our customers without altering its authenticity.
Representing Vietnam’s National Dish
Pho is recognized globally as the culinary symbol of Vietnam. According to a 2023 article in Smithsonian Magazine, pho has become one of the world’s most iconic comfort foods, with cultural roots deeply tied to Vietnam’s history of resilience.
As our leadership team emphasized: “Representing Vietnam’s national dish means sharing Vietnam’s soul with the world. It is a privilege to uphold pho’s authenticity and evolve it in a way that celebrates Vietnamese pride and culture.”
At PHO24®, we feel that responsibility every day. We are not just serving an iconic dish. We are offering an affordable yet premium experience that carries the emotion of Vietnam’s culinary heritage.
Health and Nutrition: Pho for Every Body, and Everybody
Pho is as nourishing as it is comforting. Each bowl contains lean protein, fresh herbs, and handmade rice noodles. Pho is naturally low in fat, and a typical bowl at PHO24® contains 350–500 calories, 25–30 grams of protein. The broth, rich in collagen and amino acids from beef bones, supports digestion, joint health, and immune strength (Journal of Food Science, 2019).
Pho is ideal for everyone — from children to seniors, and even athletes undergoing tough training. After 8 hours of simmering, the broth extracts minerals and collagen, yet remains light enough to enjoy daily.
Premium Without Pretension - Why PHO24® is The Leader of Vietnam Pho Restaurants
We often describe PHO24® as affordable premium. That means high-quality food and a premium in-store experience, but accessible to everyone. Our handmade noodles provide natural fermentation, our beef tallow adds depth of flavor, and our broth is the key — the very essence of pho.
Our restaurants are designed for convenience and comfort, ensuring a welcoming space where you can enjoy authentic Vietnamese pho without compromise.
Frequently Asked Questions
Can I order PHO24® pho online? Yes. We offer seamless delivery through Grab, ShopeeFood, and more. You can also use our in-store auto-ordering kiosks for quick service.
What else do you serve besides pho? Our signature dish is naturally pho, but we serve a range of other authentic, delicious Vietnamese dishes as well. Our banh mi is a must-try, as is our cha gio. Our full menu is on our website for handy review, and we’re constantly innovating, so stay tuned!
Where are your stores located? We have multiple outlets in Ho Chi Minh City, one in Da Nang, and will be expanding both domestically and internationally.
What makes your pho special? Every bowl is authentic and balanced, prepared with our signature 24-ingredient recipe. The broth is the key to any bowl of authentic pho, and ours is steeped for the optimal time: 8 hours. We make our own noodles, source our own meat, and ensure the integrity of our ingredients and the consistency of the experience across all our outlets. Beyond the dishes themselves, we know that it’s the emotion that diners feel when they see the bowl, feel the steam, smell the aroma, and take that first bite that keeps them coming back.
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