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“There is actually a disconnect because Filipinos have this misconception already about Vietnamese cuisine. However, once they get to try it, it’s definitely a home run. What really sets the barriers is trial. Once the Filipino customer gets to try the products, I’m sure they will be coming back for more,” said Julius Marlon Dela Cruz, Marketing Head for Pho24, during a virtual event with the media.

The brand’s signature beef fillet pho starts with 100 percent beef shin bones, carefully simmered for eight hours.

Pho24 serves authentic Vietnamese dishes with the Beef Fillet Pho as its flagship product. It was established in 2003 when the brand first introduced its family’s secret pho recipe. Twenty-four special ingredients go into their beef broth recipe, carefully simmered for eight hours with 100 percent beef shin bones to extract its mouth-watering savory goodness. Its pho is also made up of rice noodles freshly prepared everyday, topped with premium, lightly cooked tender beef, and piping hot, simmering beef broth.

The resto also uses culantro, which is an herb unique to the restaurant. It is a fragrant herb that is rich in vitamins and minerals, packed with iron, calcium, and riboflavin, which helps in the normal function of the immune and digestive system. Culantro is an herb that is common in Vietnamese dishes but is not readily available in the Philippines.

Pho24 opens its newest branch in Manila

Twenty-four special ingredients are carefully added to make up the secret family recipe, with no preservatives.

But what makes this ingredient extra special for the new pho joint in the country is that they exclusively commissioned local farmers to grow this, thus providing them livelihood opportunities as well.

Aside from the Beef Fillet, the brand also included Pho24 chicken pho as part of their flagship pho menu as well as its other noodle variants, Beef Brisket, Beef Meatballs, and 3 Types of Beef. They also serve non-pho options for customers who prefer a variety of flavors. Saigon Fried Chicken, Shaking Beef and Savory Pork Chop rice meal options and Vermicelli Spring Rolls are available for those whose cravings go beyond a soup-based dish. It also boasts of the perfect mix of sweet, sour, salty, and sauce-filled flavors in each serving of its authentic Vietnamese spring rolls.

To satisfy the sweet tooth, a variety of dessert options are available for customers including Banh flan, Taro in coconut cream, and yogurt.

Last year, it introduced its Pho24 Home Meal Kits. It contains ingredients for two servings of the chain’s Beef Fillet Pho and 12 pieces of rice paper-wrapped spring rolls and Vietnamese dipping sauce.

Growing in numbers

Following the opening of its first branch in Double Dragon Plaza, Pasay City, Pho24 opened its newest branch located at the Jollibee Tower in Ortigas Center, Pasig City on February 1.

Aside from the three confirmed new store openings in 2021, Pho24 is also planning to grow its own delivery platform, and launch new products that will help sustain the brand’s popularity.

“This expansion is aligned with our mission to share the joy of eating authentically delicious pho with good value for money to everyone, everywhere. Things have been very hard, of course we all know that one, but with Pho24 we are confident about this product. We are very sure that once people get to experience that unforgettable experience with Pho24, they will surely crave for more,” Ned Bandojo, Business Unit Head of Pho24 said in the event. – The Manila Times

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