Vietvana Phở Noodle House is rolling into Buckhead this October with a full-scale flagship at Lenox Square, the owners announced. The husband-and-wife team behind Vietvana is planning an all-day, open-kitchen restaurant modeled on narrow Saigon street-side dining. It will be the brand's fourth Atlanta location, set in the mall's dining corridor across from Sweetgreen, taking over the former Lobster Roll space.
Lenox Square confirms new tenant
Lenox Square's official site is already teasing the arrival, with a listing that reads "Headed Your Way: Vietvana Phở Noodle House" and describes an open-kitchen, all-day Saigon-alley concept. According to a release reported by What Now, the restaurant is slated to open in October and will serve as the brand’s fourth location. It will occupy the former Lobster Roll space across from Sweetgreen, and the release names designers Danny England and Morgan Justis of Creative License Studio for the build-out. David Vinehout, vice president of leasing at Lenox Square and Phipps Plaza, said in the release that the concept "delivers an elevated, all-day dining experience" for mall guests.
Menu and craft
The Lenox Square flagship's menu is set to span phở and bánh mì along with vermicelli, broken rice, fried rice, coffee and desserts. Vietvana's press and site material highlight handmade touches, including rice-flour noodles made in-house and bánh mì bread baked fresh, which the owners say keep the food rooted in family recipes. The brand first established itself with a counter at Ponce City Market, and that food-hall experience informs how the team is scaling from a stall to a full-service restaurant at the mall.
Owners' vision
Owners Dinh Tran and Khanh Dang launched Vietvana in Avondale Estates and have since grown it into a multi-location local brand. Tran said in the release, as reported by What Now, that "Lenox Square is our flagship" and that the open kitchen and hallway are designed to feel like "an all-day Saigon alley," where guests can stop in for coffee in the morning and stay through dinner. The comments line up with a broader move by local restaurateurs to take successful food-hall concepts into larger, sit-down formats as demand for authentic, chef-driven dining grows across the city.
Where Vietvana goes next
The Lenox project follows a busy year for the couple. Last June they opened three Market East concepts, Boom Boom Bao, Lime Tiger and Uwu Asian Dessert Co., broadening their reach beyond a single pho counter, Eater Atlanta reported. With a Lenox Square flagship slated for October, Vietvana is set to add a sit-down, all-day Vietnamese option to Buckhead as the mall heads into the fall and holiday season.
