I would describe it as authentic based on the number of Asian people I see eating there. I didn't learn about Pho until I was 41 and while Vietnamese sounds exotic, the ingredients are simple and common. Customs like putting pickles on a pork sandwich or adding mint isn't that different is it? The food is colorful, but not exotic in my opinion. Pho is glorified chicken noodle soup but it comes in an enormous bowl and is a little harder to eat. Like eating spaghetti with a soup spoon. Anyway, prior to a few places like this opening in strip malls, I only knew of a couple of Vietnamese places in the city. The whole menu is super affordable and healthy. I wouldn't recommend take out or going there for a quick lunch as I cannot eat the bowl quickly. Nor should you! We've tried about 5 different menu items besides the Pho and really enjoyed all of them. It's a great meal to eat before shopping at Whole Foods just around the corner.