I think this place definitely qualifies as a hidden gem. Most of my Asian friends have never been here because (1) we equate Vietnamese food with pho and (2) we already have a go-to place for pho - that is, Superior Pho - just down the street.
Anyway, I happened upon this place the other week. There wasn't much in the way of clientele because, as mentioned, this was a new restaurant among tough competition. But either way, I was pleasantly surprised. I didn't actually try the pho, but this restaurant offers two other Vietnamese options that both tasted pretty decent: vermicelli noodle and broken rice dishes. And similar to pho, you can choose different combinations of meat to go into each of these dishes. I think this place is worth checking out.