In a neighborhood that has seen more than its share of restaurant closings recently, there’s a new noodle house on the horizon: Pho Gough. Due to open in Cow Hollow this Friday, the restaurant is the first San Francisco location for owners Arthur and Dorothy Wild of Sacramento.

A fiery bowl of noodles at Phở Gough in San Francisco.

“We’re pretty excited to be here,” Dorothy, the restaurant’s head chef, told us between phone calls on a busy afternoon. “There’s still a lot to do, but it’s going to be great to finally get the place running.”

Some people won't like us....you already know what we have to say to them. –Arthur Wild, Pho Gough Click to Tweet
The Wilds aren’t first-timers, either: they’ve operated Phở Q on Sacramento’s Q Street for seven years now; Arthur Wild, who will handle front of house duties for the new spot, has what you might call a take-it-or-leave-it attitude. “We’ve definitely been around the block, and seen our share of ups and downs. We know some people here won’t like us, won’t like the place,” he explained with a faint grimace. “But I guess you already know what we have to say to them.”

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Phở Gough will open for dinner service starting this Friday, April 6th.