The Square on Fifth Vietvana location near Georgia Tech is changing its business model. Previously touted as a “pho noodle house,” it is shifting its focus to a more casual concept centered on coffee, boba tea, smoothies, and pastries. The menu has been trimmed down to showcase street food like banh mi and pho while ditching rice dishes and select soups.
“We want to give a true Vietnamese experience, [which is usually] a fast-paced environment,” Vietvana founder Dinh Tran says.
The new menu includes egg rolls and spring rolls, about 10 types of banh mi, and build-your-own pho. Specialties include stir fried steak pho and a shaken beef sandwich.
When it reopens on November 18, Vietvana Coffee House will serve espresso and Americano from local roaster Alma Coffee, but the highlight will be Vietnamese coffee. Tran describes it as dark, strong, and bitter sweetened with condensed milk. It’s served with a side of ice intended to lighten the heavy flavors. Pastries will be on the lighter side—primarily bread and croissants—baked daily in a commissary kitchen.
The space is being redesigned to offer more grab-and-go items. Guests can order at the counter or through a QR code on each table. A patio is in the works for the spring with beer and wine offerings to follow.
“We think this new concept will be popular with people at Georgia Tech, Tech Square, and nearby Midtown workers and residents,” said franchisee Nam Nguyen in a press release. “And the cafe style reflects how we eat in Vietnam, where dining is often a casual affair.”
The Vietvana team recently opened a similar location in Ponce City Market, offering a streamlined menu with coffee but no pastries. A similar food stall is planned for Lee + White, with a larger restaurant opening in Roswell.
View the menu below. (Tap to enlarge.)