According to QP Food, this strategy is poised for success as global markets shift toward higher nutritional standards, prioritizing whole foods and high-quality proteins while limiting ultra-processed foods.

A prime example is the Dietary Guidelines for Americans 2025-2030 (DGA 2025-2030), released on January 7, 2026, by the US Department of Health and Human Services (HHS) and the US Department of Agriculture (USDA).

The "Eat Real Food" message from DGA 2025–2030 meets QP Food's 2021 established "Real Food, Healthy Living" standard.

The positioning of "Authentic Fine Fast Casual" aims not only to secure a prominent spot on the global F&B map but also to establish a "clean eating, healthy living" benchmark. This allows consumers convenient access to high-quality nutrition with transparent sourcing.

Since 2021, in addition to achieving FSSC 22000 certification, QP Food has developed its internal "Real Food" criteria based on a philosophy of transparency and disciplined "clean label" practices.

At the heart of these criteria is a "5-No" commitment: no MSG, no artificial colors, no flavor enhancers, no preservatives, and no GMO ingredients. Each product is developed based on five core attributes: authentic, balanced, refined, fresh, and culturally rich, ensuring premium taste while preserving the soul of Vietnamese cuisine.

Every dish at Pho C.E.O is authentic, balanced, refined, fresh, and colorful with Vietnamese’s cultural richness.

QP Food emphasizes that the cultural and aesthetic values of Vietnamese dishes, achieved through indigenous ingredients and balanced recipes, are what set Pho C.E.O apart from other fast-food models worldwide.

“As the world increasingly prioritizes real food and minimal processing, QP Food is ready to meet this demand. With our ability to standardize the most rigorous requirements and leverage advanced supporting technology, we are confident in our journey to the global stage,” said Vu Dinh Duy, CEO and Co-founder of QP Food.

QP Food products and the Pho C.E.O model: A "magnet" for visitors at Anuga Thaifex Bangkok – Asia's largest F&B trade fair.

To realize its global vision for Vietnamese cuisine, Pho C.E.O is designed as an intelligent operating ecosystem that blends culinary excellence with high technology. A cornerstone of this ecosystem is the AI automation system, co-developed by QP Food and the CGXI Technology Group. This system standardizes service procedures, optimizes operational efficiency, and ensures consistent quality and portion control for every dish.

Simultaneously, Pho C.E.O is partnering with European logistics companies and retailers to create a robust value chain based on a sharing economy model, ensuring attractive profit margins for every link, from factory to storefront.

In terms of long-term orientation, Pho C.E.O aims to expand to a network of 16,000 restaurants and points of sale worldwide by 2035. This will be achieved through a low-barrier franchise model designed as an effective investment channel with rapid ROI and stable cash flow, combining culinary experiences with personalized health consultations, technology, and culture.

Premium organic ingredients carefully selected from the finest farming regions

On this path, QP Food invites partners who share the vision of food transparency and sustainable development to join the franchise network starting in 2026. Together, it will bring delicious and healthy Vietnamese dishes to all five continents, fulfilling the vision: “Vietnam – The beautiful kitchen of the world.”