Pho opens today in London's Soho

Pho Soho opens its doors as restaurant concept expands

1st September 2010, 10:36am

Pho Soho is the fifth location of the home grown restaurant group, continuing its successful expansion throughout the UK. From 1st September, Pho Soho will be open seven days a week and has a capacity for 60 diners.

This fifth site has been designed by interior designer Martin Brudnizki, known for his work internationally with The Soho House group. Brudnizki was also commissioned to design Pho Brighton.

The company aims to open about 15 more sites within five years, with plans to branch further out from the capital.

Pho's Menu
Pho are Vietnamese street food restaurants serving traditional food in a contemporary environment. The menu specialises in pho noodle soup complemented by other authentically prepared Vietnamese foods including goi (salads), bun vermicelli noodles and side dishes such as goi cuon and cha gio (summer and spring rolls).

A specialised menu helps to maintain the quality and authenticity of the cuisine whilst introducing diners to a new, casual and modern concept in Vietnamese dining in the UK. All of the dishes at Pho are made in-house to traditional recipes at each of the five sites and the Pho stocks take up to 12 hours to prepare. Pho uses only fresh, high quality ingredients, either from local suppliers or imported from Vietnam.

Pho is Vietnam's national dish, often referred to as the "soul of the nation". It is quite simply a delicious and nutritious noodle soup dish eaten every day by the Vietnamese for breakfast, lunch or dinner – or sometimes for all. As a visit to Hanoi or Saigon will affirm, Pho is the ultimate street food. It is also healthy and low in fat, as is the majority of the menu at Pho.

The Pho Story
Stephen and Juliette Wall set up the business after quitting their jobs to travel. It was in Vietnam where the couple was inspired by the culture and the cuisine to come back to London and open the UK's first Vietnamese street food restaurant.

Pho Facts
• Pho is correctly pronounced "fuh" although most people outside of Vietnam tend to pronounce it "foe".

• The first Pho location opened in Clerkenwell on St. John Street in London in June 2005. 

• Pho opened a second location in Great Titchfield Street in March 2008, following investment from London gastropub operators, brothers Ed and Tom Martin. 

• Pho opened in Westfield Shopping Centre in Shepherd's Bush in October 2008. 

• Pho Brighton opened in May 2010 and was designed by Martin Brudnizki. 

• Pho Soho is now open, also with designs by Martin Brudnizki. 

• All dishes on the menu are under £10. Average spend per head is £11/12.