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.”

[easy-tweet tweet=”Some people won’t like us….you already know what we have to say to them.  –Arthur Wild, Pho Gough” user=”joecontent” usehashtags=”no”]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.”

.

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