MamaPho is deeply rooted in Vietnam’s culinary heritage, bringing the authentic flavors of Pho to the world. Inspired by generations of Vietnamese mothers who poured love and dedication into crafting perfect bowls of Pho, MamaPho continues this legacy with rich, MSG-free broths simmered for 18 hours and homemade noodles. The brand seamlessly blends tradition with modern dining, creating a Pho-focused experience that stands out in the competitive food industry.
In this interview, Diep Nguyen, Founder and General Manager, shares MamaPho’s journey from its humble beginnings in Vietnam to its mission of becoming the world’s most loved Pho company. Discover the story behind the name, the innovative approach to balancing tradition with sustainability, and how MamaPho is expanding globally while staying true to its roots.
How did you enter the franchise business?
Customers from overseas visiting our restaurants in Vietnam have often asked us whether they could open a MamaPho in their home cities. We loved that idea and decided franchising would be the fastest way to grow MamaPho into a global brand. This fits perfectly with MamaPho‘s mission to share authentic Vietnamese Pho recipes and culture with the world and our vision to be the leading and most loved Pho company in the world.
Where and how did the idea of your concept come from?
Our founding team have always been passionate about Pho. We decided to open MamaPho as a Pho focused concept after seeing many other specialty food restaurants successfully launching authentic and focused offerings in a modern environment. Just as Wagamama did with ramen or Nandos with peri-peri chicken, we wanted to bring real Pho recipes and culture to the world.
What inspired the brand name?
The name MamaPho pays homage to all the Vietnamese mothers and food stall holders who traditionally cooked Pho stock overnight to delight their families and customers early each morning with home cooked Pho – A true expressions of love and dedication. Each bowl of Pho we serve captures that legacy and authentic blend of flavors.
What is the story behind the brand’s logo?
Our logo captures the modern and traditional spirit of MamaPho. The logo represents a bowl of Pho served in a steaming broth to be eaten with chopsticks. The steam references the Vietnamese accent spelling of Pho, while the deep green and Hoi An yellow colors pay homage to our Vietnamese roots and culture. The chopsticks are angled upwards as a sign of upward prosperity.
What makes your brand different from your competitors?
MamaPho is a Pho focused restaurant offering healthy and authentic Phos in a modern environment. We differ from our competitors in that:
- We are Vietnamese and have lived and breathed Pho culture all our lives.
- We sell Pho and only Pho. We have successfully researched many lesser know varieties of Pho to make sure there is something appealing to everyone on our extensive menu of more than 15 Phos.
- We make our own Pho noodles.
- We never use MSG. We only use traditional methods to make Pho.
What are the essential qualities that you look for in a franchisee?
We look for equally passionate teams with proven track records of delivering delight to their customers.
How long does it take, on average, for your franchisee to realize their investment?
That will depend on each country but we have developed our restaurant and kitchen operating systems to minimise capex investment and ongoing cost requirements.
What was the major challenge you faced in your career and how did you overcome it?
One of the hardest challenges in creating MamaPho was to deliver authentic umami rich and complex flavors in our soup stock without using MSG (monosodium glutamate) which is now used as a short cut by almost all Pho restaurants around the world to try and replicate authentic flavors. Our traditional recipes and techniques include us simmering our stock for at least 18 hours and we had to develope ways of doing that which still made good commercial sense in the modern F&B environment.
What is your best achievement?
We are very proud of our achievement in the successful creation and widespread recognition of a truly authentic Pho experience that balances traditional flavors with modern, natural ingredients.
How does your business day start?
At MamaPho, our business day always starts with catching up with our team members, customers and stakeholders. We love being part of a very wide MamaPho family and strongly believe that constant communication is an essential part of our success.
What was your best moment throughout your franchise career?
We have just started on our franchising journey. Please ask me this again next year!
Where do you see your brand in the next 5 years?
Over the next 5 years, our vision is to expand MamaPho from it current success in Vietnam into the leading and most loved Pho company in the world. It’s an ambitious target but we believe it’s achievable as we have the DNA, ambition and team strengths to achieve it.
Any tips you want to impart to our readers who want to be in the franchise industry?
Understand the Concept: Ensure you fully understand the franchise’s business model, including its operational processes, target market, and unique selling propositions. Will the concept match your local environment and what critical challenges will your team face in execution?
Location and Market Research: Choose locations with strong market potential and demographic alignment with the franchise’s target audience. Conduct thorough market research to evaluate demand and competition.
To know more about MamaPho, visit https://worldfranchisecentre.com/franchise/mamapho/
