Jollibee Is Opening 100 PHO24 Stores in the Philippines. Vietnam Only Has 36

Can't fly to Vietnam? Bring Vietnam to you.

Jollibee Foods Corp. (JFC) is proving its mettle once more as it plans to aggressively expand its Vietnamese food brand by opening 100 new PHO24 stores in the Philippines.

The popular pho restaurant chain is one of the biggest pho brands in Vietnam, which boasts around 36 stores in its country. Jollibee plans to take that a step further by opening more stores in the Philippines than the brand’s home country.

PHO24 in the Philippines is operated solely by JFC after JFC subsidiary Fresh N’ Famous Foods Inc. acquired the brand in 2018. It’s now part of JFC’s growing portfolio of Asian cuisine food chains, which includes Chow King, Tim Ho Wan, and more. PHO24 also joins JFC’s other brands, such as Greenwich, Mang Inasal, The Coffee Bean and Tea Leaf, and Smashburger.

JFC will start PHO24’s expansion in the Philippines with three openings in 2021, the first being located at the Jollibee Tower in Pasig.

As JFC and PHO24 adjust to the new normal, the Vietnamese concept is also selling home meal kits for customers who want to try cooking pho on their own. The kits are equipped with 24 secret ingredients that are part of a secret family recipe that has been passed down for generations.

We might not be able to travel to Vietnam right now, so PHO24 might be the next best thing.


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Anri Ichimura
Section Editor, Esquire Philippines
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