Growth
Pho against its category
The biggest tracked UK Thai, Vietnamese, Filipino & Hawaiian chains by card spend, with year-over-year growth of category share. Share means a chain's slice of tracked category spend. It can decline while the chain's own sales grow. The chart tracks Pho's share of the category quarter by quarter, indexed to 2024 Q4 = 100.
| # | Chain | YoY share |
|---|---|---|
| 1 |
P
Pho
|
+1.3% |
| 2 |
G
Giggling Squid
|
-11.5% |
| 3 |
J
Jollibee
|
- |
| 4 |
B
Banana Tree
|
-3.7% |
| 5 |
T
Thaikhun
|
-8.1% |
| 6 |
C
Chaophraya
|
-7.1% |
| 7 |
W
Wok to Walk
|
-14.5% |
| 8 |
Z
Zaap Thai Street Food
|
-16.6% |
| 9 |
B
Busaba
|
-54.6% |
| 10 |
R
Rosa's Thai
|
+5.1% |
Share of tracked category spend, indexed
Store footprint
Store map
44 tracked Pho locations across 10 of the UK's 12 regions and nations.
Tracked stores by region
- London 15
- South East 7
- South West 5
- North West 4
- East Midlands 3
- Yorkshire and The Humber 3
- East of England 2
- Scotland 2
- West Midlands 2
- Wales 1
Customer overlap
Who shops at Pho
Tracked chains Pho customers also buy from more than a similarly active shopper would, indexed to the strongest overlap (100). From real card transactions.
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