'Matrix' of Pho Thin Lo Duc throughout Hanoi

Pho Thin 13 Lo Duc is famous for its rare beef dish developed by Mr. Nguyen Trong Thin since 1979. It is currently operating normally and is popular with many people in Hanoi . This restaurant has the characteristic that when entering, customers must pay in advance and then choose a seat.

In recent years, dozens of other pho restaurants also named "Pho Thin 13 Lo Duc" have sprung up all over the streets of Hanoi. In the photo is Pho Thin on Hoang Ngoc Phach Street, Dong Da District.

It is known that among the pho shops with the sign Pho Thin 13 Lo Duc, there are also shops that are not developed by Mr. Nguyen Trong Thin himself. That is the reason why customers do not know which is the "genuine goods". In the photo, although it is breakfast time, there are not many customers inside Pho Thin shop on Hoang Ngoc Phach.

Another pho restaurant with the same brand name on Nguyen Thi Dinh Street (Trung Hoa Ward, Cau Giay) also has only a few customers in the morning.

The manager of a pho restaurant on To Hieu Street (Cau Giay District) explained that the restaurant is open for all three meals: breakfast, lunch and dinner. In recent days, social media has been abuzz about the Pho Thin Lo Duc brand, which seems to have affected business. "Although the number of customers is still steady, it is not as crowded as before," he said.

Most of the shops are named "Pho Thin 13 Lo Duc" or "Pho Thin Lo Duc" with some characteristics such as the same Pho Thin sign and brand logo image.

"Today, on the way out, we stopped by to try pho tai lan at this establishment. Although it is quite suitable for our taste, it is not as delicious as the restaurant at 13 Lo Duc street. In my opinion, the prices here are still quite high compared to the general level, so it's okay to try it once in a while," commented Mr. Pham Tuan (Xuan Dinh ward, Bac Tu Liem).

Mr. NH, who lives opposite Pho Thin restaurant at 22 Trung Yen (Cau Giay district), confided that he used to eat Pho Thin regularly at the main location because he found the taste very suitable. After the location opened, he tried it a few times but found it not as delicious so he did not eat it again. "In Hanoi, there are currently so many restaurants with signs saying Pho Thin Lo Duc that I don't know which way to go. Recently, this Trung Yen location has been completely deserted, not as crowded as before," Mr. NH shared.

Ms. Nguyen Thu Ly (manager of the restaurant at 22 Trung Yen, Cau Giay) said that this establishment was established by her and Mr. Nguyen Trong Thin (owner of Pho Thin restaurant at 13 Lo Duc, Hai Ba Trung) together with all the processing procedures and recipes being the same as the main pho restaurant. "Recently, public opinion has been stirred up about copyright issues, which has greatly affected our business. Currently in Hanoi and the provinces, there are quite a few restaurants outside hanging signs saying Pho Thin Lo Duc but without the consent of Mr. Nguyen Trong Thin and their processing recipes are also incorrect," Ms. Ly said.

According to Ms. Ly, the interior of each restaurant is decorated quite differently and the menu is not uniform. All of these Pho Thin restaurants no longer sell only one dish of rare beef like at 13 Lo Duc, but also have many other pho dishes such as rare beef, rare flank, corn...

In addition to the name "Pho Thin 13 Lo Duc" and a few other characteristics such as the signboard and brand logo, these pho shops still have differences in brand colors.

Recently, Pho Thin 13 Lo Duc has received public attention surrounding the conflict over brand and franchise. On February 28, sharing with Vietnamnet, Mr. Nguyen Trong Thin (71 years old) - the "father" of Pho Thin 13 Lo Duc restaurant (Lo Duc street, Pham Dinh Ho ward, Hai Ba Trung district) said: "There is a lot of conflicting and untrue information about Pho Thin 13 Lo Duc. I am working with a lawyer to successfully protect the Pho Thin 13 Lo Duc brand in Vietnam. I still cook pho every day and have been doing so for more than 40 years. Like many other chefs, I am only happy when I cook and am recognized by customers. I do not care much about the gossip on social networks. In fact, my brand has been with the people for 44 years. Legally, I have sent a trademark application to the Intellectual Property Office. I am looking for ways to protect the brand so that it can last long".

Mr. Nguyen Trong Thin also confirmed that there are 24 franchised establishments in the "Pho Thin 13 Lo Duc" brand chain, including 12 establishments in Hanoi, 1 in Hung Yen, 1 in Quang Nam, 2 in Da Nang, 1 in Hai Phong, 1 in Quang Ngai, 1 in Ba Ria - Vung Tau , 1 in Ho Chi Minh City and 4 foreign establishments named "Pho Thin 13 Lo Duc" in Japan, Indonesia, the United States and Australia. The other Pho Thin restaurants were not trained or sponsored by him.

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