How a simple idea grew into a phO phenomenon

PHOLKLORE was built on a simple idea of connecting community over a bowl of noodles. Nearly a decade on, it continues to exceed expectations.

Led by founder Dom Friend and a close-knit group of directors, the locally created Vietnamese brand has grown from a Torquay concept into a multi-venue success story.

What began as a pipe dream – filling the empty block beside Bomboras – has since found its footing on the Surf Coast and well beyond.

 

Pholklore now operates in Torquay, Geelong, Lorne, Ocean Grove and Caloundra in Queensland.

Co-director Tom McGrath said the idea was sparked by a Surf Coast Community Noticeboard Facebook post in 2016.

“There would have been thousands of comments on this post, and it was all about the need for Vietnamese,” he said.

“It was a hole in the market that we knew we could fill.

“We opened in Torquay just before Christmas in 2017, opening to peak trading – a complete shock to the system.

 

“Luckily it was very busy and we got through it and it just took off.”

With lines often stretching out the door, the team soon felt confident enough to expand, opening in Geelong in 2020 – just as the pandemic hit.

“The pandemic hit and it was so disconcerting. Everywhere was shutting down and we were expanding,” co-director Dylan Teixeira said.

“We questioned whether it would even work. We weren’t even doing takeaway at Torquay yet, but it forced our hand.”

 

The shift reshaped the business. Delivery, a centralised kitchen model and QR ordering all followed.

McGrath described it as a “sink or swim” situation.

“You had to ask questions of yourself that you never thought you would have,” he said.

“Opening into 10 people at the time was tough for us. We even got ourselves a $10,000 fine because we had 11 people in accidentally. That was fun!

“Geelong started to work really well, but we got to a point where we were so busy we needed to shut Geelong to prepare for Torquay in summer.”

 

As demand grew, so did the need for a more efficient production model. That led to a partnership with local disability organisation genU, which operates a commercial kitchen in North Geelong.

The facility became Pholklore’s primary production hub in September 2024, allowing the team to streamline preparation across venues.

“With the volumes we do and with working out of shipping containers, we just couldn’t make all the different ingredients in Torquay,” McGrath said.

 

“We’ve got to make the same sauce for three or four different venues, so why wouldn’t we just have one person making it and sending it out from there?

“We’re proud to continue building alongside genU and can’t thank them enough for their assistance with our growth.”

Expansion quickly followed. Lorne opened in late 2024, with Ocean Grove and Caloundra launching soon after – the latter chosen for its similarity to Torquay’s coastal demographic.

“It became economical for us to have more restaurants, so that was our sustainable solution moving forward,” McGrath said.

 

“We want the customers to know we are not a corporate entity – we are local, down-to-earth people.

“We’ve never tried to drop the ball across any of our venues.”

That local feel remains central to the brand’s identity, with long-standing staff and a strong connection to community underpinning its success.

“There is no one secret ingredient,” McGrath said.

 

“We’ve been forced to find a balance of bringing structure to the business but also keeping that customer-centred mindset. We are all little local businesses, after all.

“It’s the little things like smiling and having fun that keep us going.”

Teixeira, who started as a dish hand, said that consistency in people had made a difference.

“We’ve had staff who have been with us forever, they’ve gone the whole journey,” he said.

 

Familiar faces at the front of house, McGrath added, help create a sense of warmth that customers recognise.

“We’ve always had these familiar faces at the front of house making sure you feel welcomed and wanted. The customers can relate to that and feel the warmth,” he said.

“As directors, we are never asking the staff to do anything we haven’t and that shows in our connection across the board.”

For fellow co-director Jake Hardeman, the scale of Pholklore’s growth still feels surreal.

 

“Torquay was the launching pad for the rest of our growth,” he said.

“There wasn’t really a plan when it started, and there were no expectations whatsoever.

“Torquay is the heartbeat, our home for pho, and it always will be.”

Pholklore will mark its 10-year anniversary in 2027, a milestone the team doesn’t take lightly.

 

“I know all the work we put in behind the scenes, but it still blows your mind driving past Pho in July in the pouring rain and people are still sitting there in jackets eating and drinking,” McGrath said.

“It still continues to surprise us, and we are very proud of it when we step back and look from afar.

“They say never go into business with family or close friends, but it worked pretty well for us. We are still just local mates, serving delicious Vietnamese cuisine to our community.”