With our humble beginning in 2009, two partners started parent company Pho Destiny from the Bay Area. We wanted to introduce a Vietnamese pho restaurant in a new, fresh light to all corners of North America to compete with many already established pho restaurants. Vietnamese pho has definitely gained popularity in metropolitan areas where large Vietnamese communities have developed into Little Saigons. While this trend will continue to take this hearty soup noodle dish called Vietnamese pho into many more medium and smaller cities, we wanted to take pho in several totally different paths.
Among the many concepts coming out of Pho Destiny is Ui-Cha! Phở and Cà-Phê, born to serve the campus population of universities and colleges. Amazingly, as destiny would have it, the University of Montana, Missoula has embraced our concept, and suddenly became the birthplace of Ui-Cha! Phở.
We wanted Ui-Cha! Pho restaurant to be more than a typical Vietnamese restaurant serving just typical Vietnamese foods. Ui-Cha! is about presenting Vietnamese food in a way that will promote the goodness, authenticity, preparation, enjoyment and healthiness of Vietnamese pho and other dishes. As we bring our pho concept to the campuses of North American universities, Ui-Cha! employs modern technologies and methods to maintain Vietnamese pho authenticity. At the same time, we take full advantage of local resources available to us, from local and student talents in our production, service and marketing, to local farmers and locally grown ingredients used in many of our menu items.
In a way, we are really turning Vietnamese pho restaurant inside out. All Ui-Cha! Pho ingredient selections are displayed at the food service counter, allowing guests to choose their own ingredients, and witness hot bowls of pho created before their eyes. This is a unique experience not available at commercial restaurants, where pho has been traditionally served from kitchen to table by the restaurant wait staff.
Ui-Cha! Pho features a modern, clean and efficient kitchen and work environment. The ability of guests to customize their own pho orders is a unique, fun, and educational experience. We hope these key features, together with our goal of providing fresh, healthy, consistent food quality at affordable prices, will contributes to making Ui-Cha! Pho a popular and healthy dining choice for the campus community to experience Vietnam’s beloved and famous noodle dish.
We look forward to your comments and feedback. Please use our Contact Ui Cha! page to send us your thoughts.