The Pho Pasteur restaurant chain is the brainchild of Duyen Le and his
wife Thu. Duyen Le is the perfect embodiment of a classic
only-in-America saga. Le and Thu, along with their children, immigrated
to the US in 1987, as political refugees from Vietnam. Once in his new
adoptive country, brimming with hope and enthusiasm, Le took up English
and computer science at Middlesex Community College in Lowell,
Massachusetts; and completed his schooling at the University of
Massachusetts in Dorchester.
It is quite by accident that Duyen Le entered the restaurant
business. He first started his professional career as a high tech
engineer. At one point along the way Thu, his wife, who was working as a
waitress in Lowell, casually mentioned to him about the profit potential
she noticed in the restaurant business. Duyen paid close attention to
his wife's provident observations. Thu's remarks prompted Le to start
looking for a prospective place that could house his first restaurant.
In due time Le found a place on Kneeland street, in Chinatown. The place
was a moribund noodle restaurant beset with poor management and service.
Le and his wife bought the place and literally changed everything.
They changed the interior, the menu, and most importantly they
trained the new personnel to adopt a friendly and courteous attitude
towards patrons. The new transformation paid off handsomely, the place
became a magnet for health conscious students from neighboring Tufts
Medical School, who were attracted to the new eatery for its tasty and
generous servings, and best of all for its affordable menu items.
Soon the word-of-mouth kicked in and Pho Pasteur carved for itself a
place on the Chinatown gastronomic map. Even tourists would swell the
long lines of hungry diners trying to have their portion of Pho. Soon
after, Le opened another Pho Pasteur just around the corner from the
first one. Whether by design or not, the second Pho Pasteur restaurant
was the harbinger of a marvelous success story, that is to say, the
creation of the Pho Pasteur restaurant chain. In well-timed expansion
initiatives, Le acquired new restaurants in Allston, Harvard Square,
Newbury Street, and Stuart Street.
Although all Pho Pasteur restaurants bear the same name, each
individual store has its own peculiarity. They are decorated
differently, they may cater to different kind of patrons according to
their locations, and their menus may vary considerably from one place to
another. The Allston restaurant was designed and decorated to give a
feel of a neighborhood place. The Harvard Square restaurant graduated to
a more sophisticated and urbane decorative theme. The Newbury Street
restaurant was decorated in very much the same theme as the Harvard
Square store, but the setting is smaller. And the Stuart Street place
aimed directly to the high-end patrons. The upscale setting manifests
itself in decorative theme as well as its choice of menu, which offer a
fusion based food selection with basic Vietnamese ingredients.
Duyen Le has been a significant proponent in the emergence of
Vietnamese food to the main stream Metropolitan Boston. His methodical
approach, from a storefront eatery in Chinatown to an up-scale
restaurant in the theater district, has enriched Boston's gastronomic
landscape. Duyen Le and his wife have created and re-defined, with
stealth, what the Vietnamese culinary art ought to be.