Pho is the UK’s leading Vietnamese restaurant brand, offering a vibrant and modern take on traditional Vietnamese street food. The menu centres around its namesake dish—pho, a fragrant noodle soup—but also includes rice bowls, curries, salads, and freshly prepared starters. The concept delivers a balance of flavour, freshness, and nutritional value that resonates strongly with today’s health-conscious consumer.
The restaurants are casual yet stylish, with a warm, welcoming design that reflects the brand’s origins while appealing to a broad demographic. Service is efficient and friendly, supporting high turnover without compromising on quality.
Key Points
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Proven Business Model – Over 40 successful locations across the UK with strong unit economics.
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On-Trend Offering – Naturally healthy menu, including a wide range of vegan, vegetarian, and gluten-free options.
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Operational Simplicity – A focused menu and streamlined kitchen setup allow for consistent delivery and scalability.
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Strong Brand Recognition – A household name in the UK casual dining market with numerous industry accolades.
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Flexible Format – Suitable for high street, shopping mall, and travel hub locations with adaptable footprints.
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Global Potential – Vietnamese cuisine is gaining international popularity, with strong consumer interest in Asian flavours and healthy dining.
Franchisee Profile
Pho is looking for established restaurant groups or experienced multi-unit operators with:
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A strong track record in hospitality or food retail
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The infrastructure to develop and manage multiple units
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Access to prime real estate
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Operational excellence and brand-building capability
Franchise Support
Franchisees benefit from full support across all key areas, including:
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Site selection and layout guidance
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Training and onboarding
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Operational systems and manuals
- Launch marketing assistance
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Ongoing marketing campaigns
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Periodical menu development
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Supply chain support
- Regular market visits
Availability
Pho is now available for international development in select markets. Master franchise and multi-unit agreements will be considered based on the operator’s capabilities and local market conditions.
Segment: Fast casual dining
Menu: Vietnamese cuisine: pho soup, wok-fried rice and noodles, salads, rice bowls, desserts, juices and cocktails, kids meals.
Number of Stores: 40+
International Presence: UK
Location type: High footfall areas in major world cities, mall sites, prime use mixed retail and leisure schemes, concession environments
Footprint: 3,000 sq ft+ (300 sq m) inline, 600 sq ft (50 sq m) kiosk
Extraction Required: yes
