Gareginyan: Real Vietnam in the heart of Yerevan: the story of PhoBo
“Our guests do not need to fly thousands of kilometers to try authentic pho — it is already here,” noted the exclusive representative of PhoBo in Armenia, Tigran Gareginyan, in an interview with HoReCa Magazine Armenia.
— Mr. Gareginyan, please tell us a little about yourself. What path led you into the restaurant industry and, in particular, to the PhoBo project in Armenia?
— My journey in the hospitality industry began quite some time ago — since childhood I have been interested in the restaurant business; I was always curious about how everything works from the inside. Over time, this passion became my profession: I graduated from the Swiss university Glion Institute of Higher Education, where I studied hospitality management.
After university, I gained international experience — I worked in the United States, Portugal, and Dubai. Each of these stages gave me unique knowledge and approaches to service, management, and understanding guests. Gareginyan.
Later, I received an offer to take part in launching the Dodo Pizza project in Armenia. We began actively developing the chain: opening branches and setting up processes. It was within the framework of this work that the idea emerged to bring PhoBo — a well-known Vietnamese cuisine restaurant — to Armenia.
The founder of PhoBo, Mr. Dung, is a friend of my partner at Dodo. We began discussing the possibility of launching the brand in Armenia and ultimately reached an agreement on cooperation. This is how the story of PhoBo Armenia began. Gareginyan.
— How did the story of PhoBo begin? How did the idea to open a Vietnamese cuisine restaurant come about?
— The first PhoBo restaurant was opened in Moscow, at the Danilovsky Market. The concept was conceived as a fast-casual café, inspired by the atmosphere of traditional street establishments in Hanoi. It was there, among the narrow streets of the Vietnamese capital, that the unique street gastronomy was born, which today captivates people’s hearts all over the world.
The network’s brand chef, Khanh Le Van, is from Vietnam and grew up just outside Hanoi. He brought to Russia authentic recipes of national dishes — pho soup, crispy nem pancakes, noodles, and rice with meat and seafood. All of this is served in a cozy, distinctly Vietnamese warm atmosphere, where dishes are delivered quickly but without compromising on taste.
Today, PhoBo is represented not only in Moscow but also in London, Dubai, and will soon open in Shanghai. As for the Armenian project, the idea emerged organically. At first, we opened Dodo Pizza, but the premises turned out to be quite spacious — and at some point, we realized that we could utilize its potential more effectively. That is how the idea to open PhoBo came about. Thanks to our partnership connections with the brand’s founder and our experience in the restaurant industry, we were able to successfully launch the project — everything turned out exactly as we had envisioned. Gareginyan.
— Pho soup is the signature dish on your menu. What is its history, and what makes it so special?
— Pho soup is not just a dish, but a true gastronomic calling card of Vietnam. Its history goes back to the early 20th century. According to one version, it originated in the north of the country, in the area around Hanoi. The name “pho” comes from the French word feu (“fire”), which may be linked to the colonial influence of France and similar methods of preparing the broth.
Pho is always a rich, flavorful beef or chicken broth, simmered for 8–10 hours. Rice noodles, herbs, spices, lime, chili, and meat — most often beef — are added to it. But it’s not just about the ingredients — the taste comes from a patient, meticulous approach and a delicate balance of flavors, in which every detail matters. Gareginyan.
What makes pho special is its versatility; it is suitable for any time of day. In Vietnam, it is eaten for breakfast, lunch, and dinner. This dish is about care, tradition, and warmth. That is why we made it the central element of our menu at PhoBo. Gareginyan.
We strive to convey the authentic atmosphere of Hanoi’s street cafés, where a bowl of hot soup brings people together and creates a moment of comfort — even in the busiest of days.
— What makes PhoBo unique compared to other Asian restaurants?
— PhoBo’s uniqueness lies in its authenticity. We were not merely inspired by Vietnamese cuisine — we literally brought its heart to Armenia. Our signature pho soup is prepared according to the classic recipe passed down by brand chef Khanh Le Van, who was born and raised in Vietnam. We do not adapt the taste to local preferences — on the contrary, we carefully preserve the traditions.
We take particular pride in our team: all PhoBo chefs are from Vietnam. These are people who have absorbed the culture of their cuisine since childhood, cooking with soul and attention to every detail. Thanks to this, every guest receives not just a dish, but a true gastronomic journey to Hanoi.
Our pho soup is simmered for 12 hours to achieve depth of flavor and richness — exactly as it is prepared on the streets of Vietnam. Additionally, we offer Vietnamese beer, which is difficult to find even in the best Asian restaurants. We do not follow the path of fusion or adjust recipes to a “general taste.” PhoBo is about honest street food served in a comfortable, stylish setting. Gareginyan.
Very soon, we will be updating our menu, and we are eagerly preparing new offerings for our guests — including our special bubble tea, which has already become a hit among regular visitors. PhoBo is not just a restaurant. It is a living space where culture, flavor, and authenticity come together in a unique gastronomic experience.
— What is the concept behind your service?
— Our concept is a combination of speed, openness, and ease of interaction. Essentially, our format is closer to self-service, yet we do everything to ensure that the guest feels not just comfortable, but at home.
One of PhoBo’s main advantages is the fast delivery of dishes. On average, an order is ready in 5–10 minutes, and this is never at the expense of quality. We have structured our processes so that guests can eat quickly and enjoyably, without wasting extra time waiting.
But it is not only speed that makes our service special. The friendliness of our staff is something we are truly proud of. Our team is always approachable, ready to help, advise, and explain the dishes. We genuinely love our guests and strive to make this felt in every visit.
We have many tourists — people come, meet each other, and interact. PhoBo has an atmosphere of lively, warm communication, and we do everything to ensure that the guest feels not just served, but heard and welcomed. Gareginyan.
— How do you assess the development of the restaurant culture in Armenia and your role in this process?
— Today, the restaurant market in Armenia is undergoing a stage of natural selection. It is oversaturated, and in such a situation, only truly strong, resilient, and in-demand concepts survive. This applies to cuisine, service, and management as a whole.
I believe that PhoBo stands firmly on its feet. We have found our niche by offering guests not just exoticism for the sake of exoticism, but authentic, accessible, and high-quality Vietnamese cuisine. At the same time, the format is fast and convenient, which is especially relevant in today’s pace of life.
Interestingly, Asian restaurants are among the most resilient on the market: they close much less frequently than establishments of other types. I believe this is because such projects combine flavor, history, and a format that communicates with the guest in a language they understand.
Our role in this process is to maintain quality, be honest with the guest, and stay true to our concept. This is our contribution to the development of restaurant culture: not chasing trends, but creating a sustainable gastronomic environment where each restaurant is not a copy, but a personality. Gareginyan.
