Jollibee to expand PHO24, targets 100 store openings

The Jollibee Group is expanding its PHO24, its Vietnam pho chain brand, with the opening of three stores this year as part of its target to open a total of 100 stores in the country.

In a statement, Jollibee said PHO24’s first opening in 2021 is scheduled in February and will be located at the Jollibee Tower in Ortigas Center, Pasig City. 

The Jollibee Group operates PHO24 in the country since 2018. PHO24’s first branch at the Double Dragon Meridian Park in Pasay opened to queues of customers eager to try its dishes for the first time. 

“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 Jollibee Group Country Business Group Head for the Philippines Joseph Tanbuntiong.

He added that, “Aside from the openings, we are also developing the brand’s own delivery platform to cater to the increasing demand and to reach new customers. We will also be launching new products, which we believe will excite our customers and make them crave PHO24 more.”

“We have seen the growing love of Filipinos for authentic Vietnamese cuisine, and PHO24’s expansion in the Philippines provides Filipino foodies with distinctly different pho meals that are both tasty and nutritious,” Tanbuntiong noted. 

Despite the challenges of the COVID-19 pandemic, PHO24 achieved significant milestones in 2020. It launched its Facebook online ordering platform in the second quarter last year to increase access to its menu.

It also successfully launched two (2) new rice meals that have contributed significantly to its total average daily sales. It also launched two variants of Home Meal Kits.(James A. Loyola)