The city's most resilient pho empire is expanding again. Turtle Tower, the beloved Vietnamese restaurant that famously rose from the ashes of pandemic-era closures, is planning a second comeback location in Cow Hollow—this time bringing late-night noodle soups to one of the city's most active nightlife corridors.
The family-owned eatery is set to open at 3145 Fillmore Street in February, taking over the space formerly occupied by Ricco Mediterranean. According to Kathy Pham, daughter of chef and founder Steven Thang Pham, the location's appeal was immediate. "It has strong foot traffic, both locals and visitors, and a community that values local institutions," she told The San Francisco Standard.
The expansion marks yet another chapter in what has become one of San Francisco's most compelling restaurant comeback stories. Founded in 1999 in the Tenderloin, Turtle Tower once commanded a four-location empire across the city. But the pandemic and deteriorating neighborhood conditions shuttered every location by late 2023, including the original Larkin Street flagship and the SoMa outpost.
Source: Google Street View
The Revival Story
The restaurant's phoenix moment came in March 2025 when Turtle Tower reopened in the Financial District, backed by managing partners Arash Ghanadan and Hilwin Wong. According to SFGATE, Ghanadan had been a devoted customer since 2009, dining at the Tenderloin location up to three times weekly before its closure. The revived California Street location, occupying the former Barbacco space, brought an elevated experience with modern murals, full bar service, and extended hours—staying open until 3 a.m. on weekends.
The Financial District location's success has been remarkable. According to The San Francisco Standard, the reopening drew such fervent crowds that by 11:30 a.m. on typical days, every seat filled with an eclectic mix of downtown workers, city officials, and even celebrity fans like comedians Ali Wong and Bill Hader.
Late Night Pho in the Party District
The Cow Hollow location will also feature a full bar, and management is considering extending kitchen hours to match the Financial District's 3 a.m. closing time. "We'll test it out and see how the neighborhood receives us," Pham told The San Francisco Standard.
Late-night pho could find eager customers on this stretch of Fillmore Street, which sits in the heart of a neighborhood known for its active bar scene and upscale dining. The block is home to culinary heavyweights including Balboa Cafe and three-Michelin-starred Atelier Crenn, creating what The San Francisco Standard describes as "a hard-partying neighborhood with a considerable culinary pedigree."
The Menu and the Mission
Turtle Tower has earned its cult following for strictly Northern Vietnamese-style pho, particularly its signature pho ga (chicken noodle soup). The Hanoi-style preparation eschews the star anise sweetness of Southern Vietnamese versions and arrives without the bean sprouts, Thai basil, and hoisin sauce that typically accompany Americanized pho. As The San Francisco Standard noted, founder Steven Thang Pham—who hails from Hanoi—has maintained this purist approach since the restaurant's inception.
The revived Turtle Tower has expanded beyond just pho, adding what Pham calls "street finger foods" including Hanoi-style fried chicken wings, a fried wonton wrap, and papaya salad. According to The San Francisco Standard, the downtown location has been so successful that it extended weekend hours to 3 a.m. to serve late-night diners, though Pham acknowledged the post-work crowd remains inconsistent.
Looking Ahead
Pham hinted that more Turtle Tower locations could be in the works but declined to provide specifics. "Oh gosh," she told The San Francisco Standard, "We're doing our best."
The Cow Hollow expansion represents more than just business growth—it's the latest evidence that carefully preserved culinary institutions can indeed survive and thrive in San Francisco's challenging post-pandemic restaurant landscape, especially when backed by passionate investors and served to neighborhoods hungry for both quality food and late-night options.
