(pix: crab noodle soup, beef noodle soup, basil and sprouts)

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Few Vietnamese restaurants in the Bay Area have the consistent taste of Pho Pho Quoc (PPQ). For over twelve years, owner Tin Troung has created an operation that has the food more stylish than the decor. The large array of menu items allow me to pair different dishes depending on the weather.

Ambiance: Located in the area known to a few as “little Chinatown”, the unpretentious red and white signage cannot be missed. Once seated, the set up reminds me of the street food vendors in Asia. A rack of chopsticks, spoons, and sauce pans are available tableside at the customer’s disposal. Vanilla walls and wooden tables create a casual dining environment. With a pad and pen in hand, servers speedily take orders so don’t expect the friendly meet and greet.

One of the most popular items on the menu is the imperial roll. Filled with pork and shredded carrot, the savory and crispy roll balance well with the tangy fish sauce. For a temperature contrast, the fried rolls go well wrapped in cooling lettuce leaves. Another appetizer, the shrimp roll ($5.25) is all about texture. Translucent soft rice paper wrapped in poached shrimp is enhanced with a dunk in the peanut sauce. For a crunchy starter, the papaya beef salad ($7.58) does the trick. Juliene papaya blends well with a refreshing assortment of basil, carrot, and cucumber infused in a tart dressing. The beef adds a slight savory touch to this starter. A few outstanding noodle dishes are on the menu.

My favorite is the crab noodle soup (s-$5.95,l-$7.25), a soup that is not typically served in other Vietnamese restaurants. Arriving piping hot, the aroma of the pungent dark red soup made from hours of brewing tomatoes mixed with savory shrimp paste. Cooked al dente, the vermicelli noodles soak up the soup like a sponge. Accompanying all the soup dishes, a plate of fresh sprouts, basil, and lemon add an earthy note. To maintain the soup temperature, I request my sprouts to be blanched.

On a foggy day in the Sunset, an order of the beef noodle combo is my top comfort food choice (s-$5.95,l-$7.25). The combo also known as “train front” in Chinese is a classic beef noodle dish that has a combination of ingredients. The foursome combination of rare, flank, brisket, and meatball adds both flavor and body to the dish. The crunchy tripe contrasts the soft tendon pieces. The five spice chicken vermicelli dish pairs well on a hot day. Served at room temperature, the vermicelli marries well with the refreshing fish sauce and vegetable medley of cucumbers, sprouts, and carrots. Accented by the citrus flavor of lemongrass, the lemongrass pork chop nestles underneath a caramelized crust.

The tri-color rice plate is a great choice for those who prefer a variety rice plate. The rice plate includes savory charbroiled pork and shredded pork with a pungent egg meatloaf-($6.95). The charboiled pork wrap ($12.95) is a great do it yourself dish. A large platter of herbs and the same condiments from the beef noodle soup are served. Patrons soak rice paper in warm water and then assemble pork skewers with the vegetable condiments.

Entrepreneur:After graduating from San Francisco State in 1996, Troung set out to join his family to open PPQ. He studied entrepreneurship in college which gave him the basics in running a business. While he concludes that a college degree is not necessary to open a restaurant, he believes that his studies in entrepreneurship in college has helped him expand his family business to other PPQ restaurants such as the one on Clement. Troung firmly insists that having a passion for the food industry is a hallmark for a restaurateur but the knowledge to run the business is as important including controlling cost.

The main reason PPQ has thrived while many other restaurant have closed on Irving Street is the consistency in food quality and service. When he trains his staff, he explains that the customers are the boss and ultimately the ones that are providing them the paycheck. His motto is to give the customers what they need without much questioning. Troung’s siblings are in the food industry as well working at PPQ on Clement and Toasties, a sandwich shop. He remarks that working with family is great if the relationship goes well, but when things go sour, the cut is much deeper.

Consultant hat. Working with family members have many pro’s and con’s.

3 Pro’s
1) Financial resource. Lending money from family can be a fast way to generate cash flow. My tip is to get a contract and have every term written in details.
2) Human resource. Hiring takes time. Family members want to see you succeed so they will work hard to achieve your goal including providing great service with a smile.
3) Save time. Working with family members means that you can integrate family and work time.

3 Con’s
1) Failed business can lead to family blaming family members.
2) Vision difference. While the entrepreneur of the family wants to convert the restaurant into a franchise program and expand, one of the family partners may want to keep the operation a mom ‘n pop style.
3) Nowhere to run. Working with family members includes constantly seeing them. This means that you may find yourself lacking independent time away from them.

1816 Irving Street
(between 19th Ave & 20th Ave)
San Francisco, CA 94122
Cash Only
(415) 661-8869
Mon-Sat 10:30 a.m.-11:00 p.m.
Sun 10:30 a.m.-10:30 p.m. (Prices: $10 and up)