Bring Pho Hoa to Lawrence

Bring Pho Hoa to Lawrence

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April 30, 2021

Executive Summery

Pho was original made from Nan Dinh, Ha Noi North region of VietNam in late 1880s and it was called “Special Vietnamese Noodle” that normally made with bone beef broth,  white thin noddle and sliced beef with bean sprouts and fresh herbs on side (Source 3).  Pho has 215 calories, 15g of protein, 25.2g of carb and included various nutritive like Vitamin B, potassium, magnesium ,selenium  and it balances digestive system of the eater by provide different type of good vitamin for many ages (Source 1). Lawrence currently doesn’t have a lot of Asian restaurant and especially Pho so the idea of bringing “Pho Hoa” to Lawrence will be both benefit the business and the citizen in Lawrence. Pho Hoa is one of the oldest Vietnamese Pho restaurant in the United State, it was founded 1983 and right now they have over 60 franchise around the global and most of them are located in America (Source 4). Even though Lawrence is a city was dominated by American restaurant and Hispanic food but Pho Hoa has a strong knowledge in Pho and know how to create attraction from the scent of freshly made bowl of Pho. I think Pho Hoa would become a successful food-business in Lawrence.


Noodle industry receive more attention

As the Asian food become popular and demand of consumer targeting Asian food also increase as well (Source 4) .According to Ramen Bowl, the restaurant serves around 1000 bowls of noodles per day and all of the bowls will be made under Japanese authentic recipe by Japanese people (Source 6). About Pho industry it has grown into 2.7 billion dollar and 23% sales growth in Asian food market, it will continue to growth because it is healthier and taste better than American food (Source 2,8). Based on those theses that I provide I believe “Special Vietnamese Noodle” Pho definitely will be received lots of attention from people in Lawrence.


Even China forecast the the growth around 3.5% CAGR of the period 2020-2027 and the U accounts estimate the noodle market reach 7.7B$ in 2020 (Source 11). Because there are various type of noodle in this industry and rice noodle (Pho) is consider one of the most growing type of noddle compare to ramen, udon and it will have 14.2% CAGR annually from 200-2027. It also expands into different territory like Europe, Middle East to increase the popularity and help increase the sales of rice noddle (Source 12).  Because rice noddle a fast-paced growing food so the entry barrier for Pho Hoa to open a franchise in Lawrence. (talk about why visual is important , cite another idea from source 12)


Lawrence is ready for Pho Hoa

Lawrence food market aren’t very diversifying and most of the restaurant in Lawrence serve well-known American food. Because of 86% people in town are white so they haven’t try any type of Asian food beside Ramen Bowl and local Chinese restaurant (Source 5). With the new ingredient mixed between sliced thin beef, white noodles and bean sprouts they definitely will love it (Source 3).  Because of Pho had lots of nutrition in the food for college student and elder so Lawrence can be the perfect place to Pho Hoa (Source 1).


According to World Population Review, Lawrence is the 6th biggest city in Kansas with population of 100,205 (Souce 5) and University of Kansas is locating in Lawrence so open a new Pho restaurant could pull lots of attention from college student who loves try Asian food. With an increase of population and demand for new foods, Pho Hoa will definitely satisfy citizen in Lawrence by giving a bowl of Pho with delicious ingredients with decent amount of nutrition while they are enjoying it because of their 30 of experience making Pho (Source 4).


Competitive in Lawrence:

Within Lawrence, there are two main competitors for Pho Hoa which is: Ramen Bowl and Red Pepper. Ramen Bowl was located on 125 E. 10th St and their customer has rapidly increase in recently year, they served over 1000 bowls of ramen per day. Right now, they are extending their operation with Luckyberry to boost their reputation in Lawrence (Source 6). Red pepper also a well-known Chinese restaurant in Lawrence, their family has owned restaurant for 20 years and they also demonstrating that they have better taste and much healthier than American food (Source 8).

Pho Hoa can competed with both restaurant by using their reputation and business strategy to fit with Lawrence community. Pho Hoa symbolizes the harmony of traditional Vietnamese roots blended with the modern, local community offer customer a tasty healthy beef noodle, recently they celebrate the 35th years of own over 60 Pho franchise across countries (Source 4).Rice noddle also being consider the fastest growing in sales because of the healthy and taste of ingredients ( Source 11) So, I have a strong believe that Pho Hoa will outperform both competitors.


Lawrence will accept Pho Hoa

Pho Hoa could consider big city like Auburn, Willington, or Detroit but Lawrence still the best option among those big cities. Lawrence has the fastest growth rate among cities, highest income rate and lowest the poverty percentage (Source 5,7,9,10).  The table below has show what is the annual income of Lawrence are significantly higher than other city even though Lawrence is a small city not like Detroit and Willington which is a biggest city in their state (source 7,10). It means Lawrence still see promising expectations for success in the Lawrence area.


Lawrence doesn’t lead the mean age but gap between Auburn and Lawrence is small and their not lots of different between 24 and 28 range (Source 5,9). Different age has different food taste but Pho is a special food because it include both healthy ingredients and tasty rice noodle ( Source 1). Based on these sources we know that Lawrence could be the next potential city for Pho Hoa. Personally, I think Pho Hoa will become well-known as the best rice noddle in Larence area.

City Population Growth Median income Poverty rate Mean age
Lawrence, KS 1.25% (source 5) $75,656 (Source5) 20.71% (Source5) 28.2 (Source5)
Auburn, AL 1.14% (source 9) $74,591(Source 9) 27.28% (Source 9) 24.8 (Source 9)
Willington, DL -0.42% (source 7) $69,470 (Source7) 26.04% (Source7) 35.6 (Source7)
Detriot, MI -0.44%(source 10) $44,730 (Source10) 35.02%(Source10)


34.7 (Source10)


Marketing Strategy for Pho Hoa

Lawrence consider a 6th largest town in Kansas so poster marketing would be the best fit for food business (Source 5). Low-cost effective on poster would help business save lots of money and potential saw by people who walking through (Source 13). Because poster can be very flexible so we can add coupon code for people who try Pho for the first time. This marketing strategy will certainly boost up the reputation of Pho Hoa in the long-term future.


Pho Hoa could attract people who are interesting in Vietnamese culture and it represent for symbolizes the harmony of traditional Vietnamese roots blended with the modern, local community (Source 4).  The reputation of Pho Hoa growing rapidly though rumors, news and it is the 400th larges restaurant in United State (Source 14). Because of the global food market is adapting new Asian food and Pho is becoming well-known all over the global so Pho Hoa definitely benefit in Lawrence. By owning multiple restaurant Pho Hoa able to spread their passion to everyone who never try Pho and Lawrence would be a great place to start with.



Source 1

Author Christine Yu
Publication Date Mar 13, 2020
Title Is Pho Healthy? Here Are the Benefits That Steamy Bowl of Noodles Offers


Source Link Woman’s Health


Source 2

Author Phyllis
Publication Date December 19,2014
Title Asian Food Pho is growing among fastest casual restaurants
Source Link Packing Resource


Source 3

Author Almeida Jordi
Publication Date December 7,2019
Title What is Pho: A Brief History and How to Eat it


Source Link Spoon University


Source 4

Author Virtusio Jessi
Publication Date Oct 11,2018
Title Pho Hoa Noodle Soup has expanded from California to Indiana


Source Title Chicago Tribune


Source 5

Author World Population Review
Publication Date 2021
Title Lawrence Population 2021
Source Title World Population Review




Source 6

Author Savanna Maue
Publication Date November 18,2020
Title Popular Lawrence noodle restaurant prepares for move to Mass St.


Source Title CJonline


Source 7

Author World Population Review
Publication Date 2021
Title Wilmington Population in 2021
Source Title World Population Review


Source 8

Author Joanna Hlavacek


Publication Date Oct 29,2014
Title Authentic Chinese menus find popularity at Lawrence restaurants


Source Title LJworld


Source 9

Author World Population Review
Publication Date 2021
Title Auburn Population in 2021
Source Title World Population Review


Source 10

Author World Population Review
Publication Date 2021
Title Detroit population in 2021
Source Title World Population Review


Source 11

Author Report Linker
Publication Date July 10,2021
Title Global Instant Noodles Industry


Source Title Intrado

Source 12

Author Grand View research
Publication Date August 2020
Title Rice Noodle Market
Source Title Grand View research


Source 13

Author  Natalie Wiley
Publication Date July 19, 2019
Title Printivity
Source Title Marketing Posters – Effective Benefits & Strategies




Source 14

Author  World Franchise Associate
Publication Date 29 May, 2015
Title Pho Hoa Noodle Soup (US) for Global Market Expansion


Source Title  World Franchise Associate


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