• Melo Acuna

More Vietnamese Pho restos to rise soon

Jollibee Group set to increase Vietnam’s pho restaurants in the country


MANILA – The homegrown Jollibee Group is set to expand Vietnam’s pho chain brand in the Philippines with programmed opening of 100 stores beginning with three new stores.


The first opening this year is scheduled next month and will be located at the Jollibee Tower in Ortigas Center, Pasig City.


PHO24 offers authentic Vietnamese dishes with pho as signature product. The widely-accepted Beef Fillet Pho counts freshly prepared rice noodles daily with premium and lightly cooked tender beef and served piping hot, simmering beef broth, slow cooked for some eight hours. It is said to have 24 special ingredients composed of spices and herbs which make it authentically delicious.


The Jollibee Group began operating PHO24 in the Philippines since three years ago. It’s first branch is located at Double Dragon Meridian Park in Pasay City and has attracted a steady flow of clients.


“We are looking forward to the new store openings of PHO24 this year as part of plans for the long-term strategic growth of the Jollibee Group,” said Joseph Tanbiuntiong, Jollibee Group Country Business Group Head for the Philippines. He said they are also developing the brand’s own delivery platform to cater to the increasing demand and to reach new customers. The Group will also launch new products which will excite customers and make them go for more PHO24.


PHO24 achieved milestones despite the challenges brought by COVID-19. It launched Q2 2020 its Facebook online ordering platform increasing the Filipinos access to Saigon Fried chicken and Shaking Beef. They also launched two variants of Home Meal Kits, the PHO24 Beef Fillet Home Meal Kit and PHO24 Fried Spring Rolls Home Meal Kits. (Melo M. Acuña)






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