Pho Tam in Hanoi, customers line up like in the subsidy period, the owner explains the reason

In the morning, when passing Mai Anh Tuan Street (Dong Da, Hanoi), many people are surprised to see 10-12 customers lining up to get a number, order, and pay in front of a pho restaurant. On weekends, the number of customers is even higher, as one group leaves, another group takes their place, and the sidewalk is filled with cars. Inside the restaurant, there are 40-50 customers at a time.

Many regular customers share that this "subsidy-era" queuing scene is a "specialty" of Pho Tam restaurant.

Ms. Tran Thi Tam (67 years old), the owner of the restaurant, has been selling pho for 42 years. In 1981, she opened the restaurant at 78 Hang Non (Hoan Kiem), and later moved to the area around Hoang Cau Lake. According to Ms. Tam, queuing to get a number is a process her family applies to ensure that customers are served in the correct order, limiting chaos and confusion, which affects the enjoyment of pho. Diners line up on the sidewalk opposite the restaurant. The staff takes turns writing their numbers on a thin piece of aluminum, the size of a matchbox. Diners order, pay in advance, take a card and wait at the table to be served.

"Many people who see photos online say that queuing is so hard, there are many restaurants. I have been eating here for more than 10 years, I find it very normal. Queuing is a civilized act and usually the queue time is not too long, at most 10 minutes," said Mr. Huynh Thi (Dong Da, Hanoi).

Mrs. Tam's pho restaurant is famous and crowded in the area. The restaurant is mainly open from 6:15 am to after 9 am when it is sold out.

After decades of selling pho, Ms. Tam still hasn't put up a sign. Her counter is very simple, consisting of a glass cabinet containing beef, a basket of pho noodles, and green onions. Next to it is a pot of steaming broth. An employee is assigned to cut the meat right next to the counter. This person quickly cuts each piece of fresh beef, selling it as he cuts it. About 10 other employees "work like an assembly line", some watch the vehicles, take orders, some clean up, carry pho, pour broth...

Ms. Tam shared that she loves cooking and studied at the Culinary Technology School. Later, she learned and opened a beef noodle shop. According to her, the shop attracts many customers and keeps them coming back, first of all because of its cleanliness and delicious food. Each step of making a bowl of pho, she cooks for her family and then makes the goods to sell.

When customers order, each portion of pho noodles is blanched in a pot of water until just cooked, each strand separates. Ms. Tam arranges beef, green onions, and cilantro in a bowl and then passes it to another employee to pour in the hot broth. The steps are done according to a process, so the service time is quite fast. Even on weekends when there are many customers, the longest waiting time is only 10-15 minutes.

The broth is made by Mrs. Tam from beef bones, cleaned and simmered for 14 hours, with moderate amounts of cinnamon and star anise. As for the beef, Mrs. Tam only chooses the best quality, fresh from reputable slaughterhouses. "My family does not use floating goods. Even though good goods are expensive, they ensure quality. Only by doing so can we have a sustainable business and retain customers," Mrs. Tam affirmed. The pho noodles are soft, chewy, and absorb the broth.

According to customers, the restaurant's broth is clear, sweet, light, and a bit bland. The owner wants customers to add more fish sauce to suit their taste. The beef is fresh, firm, and chewy. "If you come at the right time, the beef tenderloin is the best," said a customer.

This pho restaurant does not advertise on social media, so it mainly serves customers who live and work in the area. Recently, images of customers lining up to enjoy Pho Tam have been shared widely on social media, attracting many curious people to come.

Right next to Mrs. Tam’s counter is a row of five plastic tables lining the walkway leading inside the house. Inside the house are two rooms, about 35 square meters in area, with room for nearly a dozen stainless steel tables, both large and small. The shop is busiest from 6:30 to 8 a.m.

The restaurant's menu includes rare pho, well-done pho, rare flank pho, crispy tendon pho, and beef stew pho, ranging from 40,000 - 60,000 VND/bowl.

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