Over the past half-year since the fast-casual vegan chain formerly known as By Chloe announced its new name — Beatnic – the New York City-based lunch spot has been honing its brand identity with a new slogan (“100% vegan, 100% delicious), an updated look (with a 60s-inspired logo and groovy packaging aesthetic) and an evolving loyalty program.
Beatnic president Catey Mark Meyers is especially proud of the new comfort food-driven menu items on the updated menu like the Buffalo cauliflower tots, which were a Super Bowl special that became a menu mainstay after they were super popular, or the loaded shroom nachos made with crumbly fable meaty mushrooms resembling the heartiness of ground beef on nachos.
“One thing we’re focusing on right now is rather than bringing in a lot of fake meat products, we’re taking vegetables and letting them shine,” Mark Meyers said. “The broad availability of meat substitutes is helping bring awareness and broader acceptance of the vegan movement but we like to let whole ingredients shine.”
Mark Meyers and her team have been promoting the newly reimagined Beatnic brand at New York Fashion Week in February, where they were able to cater some events and grow brand awareness with models and celebrities.