Vietnamese eatery aims to keep family ties strong

IT’S easy to miss Pho Hanoi’s trademark amidst a sea of signage materials along the National Highway going to Calamba and Los Baños. The eatery is located in between Burger King and Jollibee stores. The inspiration for the business came all the way from Hanoi where pho noodles originated, according to Mrs. Eleazar.

CALAMBA, Laguna—Pho Hanoi is a modest hole in the wall that is starting to catch the attention of foodies and bloggers.  Its flavors are distinctly Vietnamese with the right combination enough to excite the Filipino palate.

“So far, so good,” says Oliver Eleazar, son of Ying Eleazar and co-owner at the restaurant.  Pho Hanoi opened in Jan. 8, 2012 and is located along the National Highway from Calamba to Los Baños (in between Burger King and Jollibee stores).  Notable items on the menu include the fresh spring roll with shrimp and pork, rice vermicelli with pork barbecue and spring roll, and different kinds of pho noodles.

The matriarch Ying Eleazar, who grew up in Vietnam, comes from a Chinese family of restaurateurs and entrepreneurs.  She married Feliciano Eleazar, a Filipino who eventually brought his brood of seven children back to his homeland around 1975 and they have lived here since.

When Mrs. Eleazar first started in the Philippines, the family got involved with trading of home decors and jars from Vietnam.  Unfortunately, one son named Philip who was highly involved in the business passed away at the young age of 28 years.  He suffered a heart attack.  The business ended together with the son’s demise.

Aside from being exposed to various food ventures in her youth, Ying Eleazar’s sister currently runs Café East serving Vietnamese food in London and Austria. Eventually, Ying Eleazar decided to venture into the food business herself with the main idea of helping her children grow their own livelihood.

Except for Mr. Eleazar (due to his advanced age), the rest of the family is involved in running the small business.  Each person is assigned a role in the enterprise.  Mrs. Eleazar develops the recipes with two children helping out in the kitchen.

“If you want to be successful, you have to work hard and keep family ties strong,” utters Mrs. Eleazar who admits to being a strict manager especially when it comes to managing money.  While she doesn’t want to see money wasted, her son Oliver also confirms his mother’s kindheartedness to those in need.  Mrs. Eleazar explains that the money one earns is not only to be used for oneself but is also a means to help others.

The freshness of ingredients is quite important in Vietnamese cuisine given the wide use of herbs and vegetables.  Given the difficulty of finding certain herbs such as the Vietnamese basil, the family grows their own in a Batangas farm.  Other vegetables like lettuce are picked up daily while certain herbs like basil are changed every other day.  The spring roll wrappers are bought all the way from Vietnam.

“Sariwa talaga, Ma’am.” (It’s really fresh, madam), promises Mrs. Eleazar as she talks about the importance of timely delivery of produce and cleanliness.  Unlike pho noodles street food in Hanoi that she says may not be that clean, her version is purer and tastier.

When asked for simple advice to budding entrepreneurs, Mrs. Eleazar sums it up in two sentences:  “Believe in God. Everything you want, you will reach victory through God.”  On the other hand, Oliver savors running his own business.  While the pressure is greater compared to employment, the rewards are also bigger.  “You’re the boss.  You’re free.” He says in a nutshell.