We are a start up restaurant in the Bay Area (San Francisco/San Jose, CA). We offer Vietnamese food but in a fast casual modern theme. Our foods are served in "chipotle" style with the ability of customization on all dishes. Our target audience is everyone who enjoys great food in a great setting and with a modern twist. Our food is displayed and served in front of customers' eyes, providing clear view for diners to see their foods being customized by our servers. Our vision as a company is to bring Vietnamese food into mainstream America.
Main menu items include: 3 kinds of pho (beef, chicken and vegan); various grilled proteins on rice, on vermicelli noodles, and in banh mi sandwiches; and spring rolls (in Vietnamese rice papers). Pho should be considered our signature dish.
Target customer profile: teens to 60+; professionals, students to family persons; single, married to family; trendy, hip, and tech savvy; appreciate Vietnamese and other ethnic foods; adventurous but also authentic, with a hint of being traditional, and definitely modern and simple.