When failed restaurants bemoan their fate to a bad location, I always think about places like Simply Vietnam in Santa Rosa. Tucked away in an industrial area off Dutton Ave. in West Santa Rosa, its an unlikely success. There’s never anywhere to park, it’s hard to find, there’s absolutely no ambiance and there’s always a wait. But make great pho, Vietnamese noodles and other Asian comfort food consistently, quickly and at a reasonable price, and you’ve got a recipe for a solid business.
Which is why it isn’t surprising that the owners of Simply Vietnam are expanding. The new restaurant, Simply Vietnam Express, will soon open at the former Ticket Sports Bar (3381 Cleveland Ave., Santa Rosa) with Bahn Mi, soups salads, fresh rolls and boba tea. I have no doubt it will have the same rabid following when it opens later this month.