These days — and especially in the summer when there are more festivals, concerts and other events — Now Pho can get up to 100 people at a time late at night. (via thknwco)
Denver has never been a late-night town. Most restaurants stop serving by 9 or 10 p.m. at the latest, while breweries and their food trucks, especially those in residential neighborhoods, often call it quits even earlier.
That’s something Toan Le and co-owner Nhan Tran were well aware of in 2017, when they opened Now Pho, at 1195 S. Federal, in the former Pho Le restaurant, whose owner had retired. When COVID hit in 2020, every restaurant in Denver struggled to make ends meet, and Now Pho was no exception. But Le, who also works in real estate, was able to keep his employees working with to-go service, and by the time restaurants began to get busier again in early 2022, he’d put together “a really loyal crew. They stick with me, with us, through thick and thin,” he said.
He also began to heavily market Now Pho’s late-night hours and quickly built an even larger following of customers. It was something that made him stand out from other Vietnamese restaurants in the vicinity — and Le said he has counted around 20 within a mile or so of his place.These days — and especially in the summer when there are more festivals, concerts and other events — Now Pho can get up to 100 people at a time late at night.
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