Despite the fitout being underway, Phở Yến will no longer be opening its second location in Newmarket. Photo / Dean Purcell
Phở Yến’s operators, confirming they will no longer open in Newmarket, have since revealed they’d planned to work alongside Teadee to “create something special” in the premises.
“One of the hardest parts of this decision is that the journey we had planned together with Teadee and Phở Yến will never happen,” they wrote.
“Over the past months, both teams explored several different options to help Teadee continue their lease and make this partnership work.
“We truly wanted this journey to move forward. Unfortunately, despite everyone’s efforts, we could not find a solution that worked for all parties involved.
“As discussed, Teadee’s lease will come to an end, and we fully respect their decision.
The top-to-bottom yellow storefront became a point of contention between the restaurant and the building’s landlord. Photo / Dean Purcell
“We are grateful for the trust, friendship, and support we have shared over the past year.”
The restaurant said they fully respected the landlord’s wishes, and that their decision not to open was more than “simply about paint or colours”.
“While our yellow colour is an important part of our brand identity and the way we welcome you, this decision goes much deeper than that.
“Sometimes, the right thing to do is to step back and let everything return to where it truly belongs, while staying true to our values, our identity, and the people we care about.”
Phở Yến’s operators earlier claimed they were being asked to return the facade to Teadee’s original split storefront colour.
270 Broadway is in the heart of Newmarket, an upmarket retail area. Photo / Dean Purcell
“This is the hard part … The yellow colour is part of our brand. It’s how we welcome you and warm you up, with our signature bowl of beef phở.”
They said they’d tried to find a solution to the issue, but hadn’t felt wanted in the area.
“To be honest, we don’t feel very welcomed to serve our pho on the corner of Newmarket.
“We have tried offering several alternative options, but the only solution allowed is a half-white, half-yellow storefront.”
Commenters on the post were mostly supportive of the operators’ decision to try to keep their yellow branding, arguing it wasn’t too dissimilar to nearby stores like Chemist Warehouse and yet-to-open Toyworld.
Kym Bunting, chief executive of Tramco’s subsidiary Tram Lease Ltd, told the Herald earlier this week they hadn’t signed off on the paint job but were working through differences with the tenant.
“The facade at 270 Broadway was changed to new branding of Pho Yen, who is not our leaseholder, without obtaining prior approval from the lessor, Tram Lease Ltd [Tram], as required under the lease,” Bunting said.
“Tram has asked our tenant, Thao Vo, why this was changed and requested the facade be restored.
“We are continuing to meet with Thao Vo to discuss their request to change the facade and understand whether they intend to transfer the lease to a different entity, Phở Yến.”
Sign up to The Daily H, a free newsletter curated by our editors and delivered straight to your inbox every weekday.