By CHLOE, New York By CHLOE, New York
By CHLOE, New York By CHLOE, New York
By CHLOE, New York By CHLOE, New York
By CHLOE, New York By CHLOE, New York
By CHLOE, New York By CHLOE, New York

Success story

19 : 07 : 2016 Vegan : New York City : Fast Casual

New York – Opening a second location in the city, with a third already planned, vegan eatery By Chloe has found the perfect formula.

  • By Chloe’s fast casual menu is designed to appeal to vegans and non-vegans alike
  • The branding and interiors were as important as the food, with Instagram appeal an important factor

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.’

The Big Picture

Far from being a niche food, veganism is inching its way into the mainstream. For more on veganism’s makeover, book a place at our Food and Drink Futures Forum on 14 and 15 September.

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