Our Story

Pho24’s History

PHO24 is a Vietnamese pho noodle restaurant chain originally established by the Nam An Group, one of the biggest food and beverage corporations in Vietnam. The first PHO24 outlet opened in June 2003 on Nguyen Thiep Street, opposite the prime landmark Saigon Sheraton Hotel. By June 2010, PHO24 had opened 73 outlets throughout Vietnam, the Philippines, Korea, Cambodia and Hong Kong.

The name PHO24 was originally inspired by the number of select Vietnamese ingredients in the broth. While PHO24 is not yet open 24/7 as many people imagine, it does reflect the global vision that somewhere in the world customers can be enjoying a bowl of pho at PHO24 somewhere in the world at any time of the day.

In November 2011, PHO24 was acquired by the SuperFoods Group, owned by Viet Thai International and Jollibee Foods Corporation. Viet Thai International is famous for the development of the Highlands Coffee brand throughout Vietnam, as well as its foresight to introduce many of the world’s top brands to Vietnam – Armani, Swarovski, Aldo, Debenhams and Hard Rock Café. Jollibee Foods Corporation is a publically listed company with a network of more than 2500 restaurants throughout the Philippines, USA, Vietnam, Hong Kong, Saudi Arabia, Brunei, Kuwait and Qatar.

Since 2012, SuperFoods group has consolidated the PHO24 operations in Vietnam to focus on building brand quality and creating a ‘Pho-natical’ customer experience through a faultless combination of quality and taste.

Our story in Australia

In January 2014, PHO24 opened its first western-style quick service PHO24 restaurant in Melbourne, Australia. With a fast, avant-garde, fresh and healthy twist on the old classic Vietnamese pho meal, our mission is to be the #1 pho noodle restaurant in Australia.