by chloe By Chloe
By Chloe’s original location

MenuMasters 2017: By Chloe

Creating vegan dishes even carnivores can crave

Presented by Nation's Restaurant News and sponsored by Ventura Foods, the MenuMasters Awards honor culinary excellence in menu development.

A growing number of consumers — who aren’t necessarily vegan — say they’re trying to cut meat consumption for various reasons.

By Chloe aims to be a place they can eat that doesn’t feel like a sacrifice.

The first By Chloe restaurant opened near the Manhattan campus of New York University, in July 2015. The chain now has six locations and a bakery across New York, Boston and Los Angeles, with plans to open near the campus of Brown University, in Providence, R.I., later this year.

The concept was founded by Chloe Coscarelli, a vegan chef best known for winning the Food Network’s “Cupcake Wars” competition, and Samantha Wasser, daughter of
ESquared Hospitality CEO Jimmy Haber.

By Chloe

By Chloe's quinoa taco salad

ESquared, which runs the BLT restaurants and other concepts, was originally a partner in the restaurant with Wasser and Coscarelli. However, in March, the partners split, and will expand By Chloe without Coscarelli.

By Chloe’s menu has burgers, sandwiches, fries, pasta, salads, beer, wine, juice and frozen desserts, all made in-house, vegan and certified kosher.  

By Chloe

The interior of a By Chloe location

“The Quinoa Taco Salad and Guac Burger are definitely the best-sellers,” said Wasser, who estimates that fewer than 10 percent of the chain’s customers are vegan. Some keep kosher, others are dairy-intolerant, “or they just want to eat a little more healthy,” she said.

Sandwiches and salads are in the $10-$12 range, and Wasser puts the average per-person check at around $16-$17.

Wasser said that ESquared hospitality has the infrastructure to help By Chloe expand.

“We managed to create something that people want to buy into, be it the restaurant design or the brand being more of a lifestyle for people,” she said.

“We would love to expand the brand overseas.” Wasser said. “We get a lot of inquiries all the time from partners in different areas of the world.”

By Chloe

By Chloe’s guac burger, air baked french fries and lemonade

She also hopes to expand within By Chloe’s existing markets, as well as cities such as Chicago, San Francisco and Washington, D.C.

“There are a lot of places where we see the brand working,” Wasser said. “Time will tell.”

BY CHLOE: NOT JUST FOR VEGANS

  • Catering to everyone: While By Chloe’s menu is fully vegan, its clientele is decidedly not. Co-founder Samantha Wasser estimates that only 10 percent of customers are vegan.
  • On the menu: Bestselling menu items include a Guac Burger and Quinoa Taco Salad. Other offerings include Air Baked French Fries, a Pesto Meatball sandwich and Mac N’ Cheese.
  • Building out: The backing of the ESquared Hospitality Group has provided By Chloe with resources to grow.
  • Creating a lifestyle: Wasser contends that By Chloe is more than just a restaurant, but a lifestyle brand, which has helped create loyal guests.

Contact Bret Thorn at [email protected]
Follow him on Twitter: @foodwriterdiary

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