Shopping Centers Today is the news magazine of the International Council of Shopping Centers (ICSC)
Issue link: https://sct.epubxp.com/i/62026
RET AILING TODA Y the restaurant business, having observed some of his relatives in Vietnam parlay the family recipe into a national chain called Pho 24. Doan opened the first of several successful pho restaurants in 1999 in Jonesboro, Ga. He sold those restaurants and gathered investors to fi- nance his new venture, betting that pho could become as popular in the U.S. as frozen yogurt, largely on the strength of its health appeal. Pho broth typically must simmer for six to eight hours to reach peak flavor, so Doan worked with a manufacturer to develop concentrates that would mix with water to produce more quickly the beef, chicken and seafood broths in his soups. These broths are nutritious, low See who we're famous for. Now appearing at RECon 2012! Once-in-a-lifetime chance to mingle with the stars that shine so brightly in Hesperia. Our retail luminaries are making special appearances to meet and greet and … share trade secrets? Discover how they found fame and fortune when they took center stage in the High Desert. And how we're really giving them the business. Attend the Premiere of Hesperia Headliners Booth CW125 in the Cities of the World Pavilion Randall Lewis Lewis Retail Centers Johnny Rojo Golden Corral Lisa Hill Buxton Vimal Bhanvadia Farmer Boys Colleen Butcher Monday, May 21 – 3 p.m. Tuesday, May 22 – 10 a.m. & 1 p.m. Tuesday, May 22 – 11 a.m. Monday, May 21 – 10 a.m. & 1 p.m. Monday, May 21 – 11 a.m. Coldwell Banker Commercial Tuesday, May 22 – 9 a.m & 2 p.m. in fat and sodium, and free of monoso- dium glutamate and preservatives. The gluten-free rice noodles (called banh pho) are produced in the U.S. Depending on the type of soup, the noodles are topped with sliced lean beef, beef meatballs, grilled chicken breast, shrimp and/or fish balls or a vegetable medley. Traditional garnishes include sliced onion and fresh mint or cilantro. Diners can also add hoisin sauce or Vietnamese fish sauce. The menu also includes handmade spring rolls and bottled green tea and other specialty drinks. Mall landlords want concepts that are convenient and unique and which sell healthy food, says Doan, who seeks malls without a large concentration of Asian restaurants. In some markets, particularly on the West Coast, many people are already familiar with pho, but Doan says he expects to encounter resistance among both consumers and prospective landlords as the chain pur- sues expansion. "I am sure we will encounter a lot of obstacles," said Doan. "But once people try the food, they love the taste." The kiosk design's counter seating encourages shoppers to sit for a while and give the soups a try, Doan says. Pho- licious offers free samples; the soup is served covered with a lid. At Westfield Brandon, where Pholicious operates a kiosk near the food court, the chain has helped create an interesting mix in the common area, says Deborah Flattery, Westfield's vice president of kiosk leas- ing. Pholicious expects to open a kiosk at Westfield SouthPark, in Cleveland, in June, and at Westfield Countryside, Clearwater, Fla., in September. "One of the goals of kiosks," said Quite simply, Hesperia works for business. Steven Lantsberger, CED/EDFP econdev@cityofhesperia.us | 760/947-1906 | www.cityofhesperia.us/econdev 96 SCT / MAY 2012 Flattery, "is to enhance the customer offering with something newer and more interactive." Pholicious may be doing just that. SCT