The Jollibee Group is set to expand Vietnam’s popular pho (noodle soup) chain brand with a target 100 store openings in the Philippines, starting with three new store openings this year.

The opening this year of the first PHO24 store is scheduled next month and will be located at the Jollibee Tower in Ortigas Center, Pasig City.

“We are looking forward to the new store openings of PHO24 this year as part of plans for the long-term strategic growth of the Jollibee Group,” Joseph Tanbuntiong, Jollibee Group Country Business Group head for the Philippines, said in a statement Monday.

Tanbuntiong said the company is also developing the brand’s own delivery platform to cater to the increasing demand and to reach new customers, and will be launching new products.

“We have seen the growing love of Filipinos for authentic Vietnamese cuisine, and PHO24’s expansion in the Philippines provides Filipino foodies with distinctly different pho meals that are both tasty and nutritious,” he added.

Despite the challenges of the coronavirus disease 2019 (Covid-19) pandemic, PHO24 achieved significant milestones in 2020.

It launched its Facebook online ordering platform, two new rice meals, and two variants of home meal kits.

The Jollibee Group has operated PHO24 in the country since 2018.

PHO24’s first branch at the Double Dragon Meridian Park in Pasay City.