Success story

By Chloe, a partnership between vegan chef Chloe Coscarelli and Samantha Wasser, creative director of Esquared Hospitality, applies the fast casual model to vegan food in a bid to make it more approachable.

The menu at the restaurant’s second location in the Flatiron district of New York, features grab-and-go salads or sit-in options such as the Guac Burger and Avocado Pesto Pasta. ‘Vegan food creates an opportunity to still be able to enjoy some of those indulgent dishes such as mac and cheese or a burger and fries, but while eating whole, nutrient-dense foods that leave you full and satisfied,’ Wasser tells LS:N Global.

Aside from the food, the interiors and the branding also avoid any typically vegan tropes, and focus on being fresh, youthful and photogenic. ‘The branding is intentionally playful, retro-inspired and a bit kitschy,’ says Wasser. ‘We did this to challenge the stereotypical belief that vegan food is boring and unapproachable.’