US vegan chain By Chloe is coming to London
The group started life in Manhattan in 2015 and has since expanded to seven sites across the USA and a standalone bakery.
Now it's bringing its vegan burgers, mac & cheese and dairy-free ice cream to Covent Garden in partnership with TPG, the management firm which helped Dominique Ansel’s cronut cross the pond last year.
By Chloe’s London restaurant will seat up to 70 diners and offer grab-and-go options, with a range of UK-exclusive dishes on the menu.
The chain is planning further openings in London if the first is successful, as well as eyeing expansion in Europe and the Middle East.
By Chloe has sold 610,000 vegan burgers since it launched in July 2015 and images of its colourful menu have been shared 22,000 times on Instagram using #byCHLOE.
News of the London opening follows the recent crowdfunding success of plant-based burger group Vurger Co, while chef Josh Eggleton announced this week that he has replaced his Bristol Chicken Shed restaurant with a vegetable-centric project, Root.
“Plant-based and healthy eating are the buzzwords in the food world at the moment and By Chloe encompasses this ethos so well,” says Simon Wright, MD of TGP.
“With the brand being so established in New York, we saw London as the perfect market for their expansion and what better place than Covent Garden to launch - we’re looking forward to introducing this innovative brand to the London audience.”
