According to the brand it received thousands of requests to open in the UK.
The 70-cover restaurant will serve Instagram-friendly options like salads, soups, burgers, sandwiches, pasta and dairy-free ice-cream. By Chloe's top dishes include the ‘Guac burger’, quinoa taco salad, matcha kelp noodles and mac’n’cheese.
Creative Director Samantha Wasser says the eatery aims to be mainstream and approachable to non-vegans.
Wasser told Metro UK: "Two years ago when we started, people weren’t as open-minded as they are now and vegan was looked at as intimidating and scary and 'if I’m not vegan, I’m not going to like anything so why bother going?'
"This was more about making vegan food affordable, approachable and accessible – that’s why we serve comfort food. Burgers. Fries. Salads. Mac ‘n’ cheese – foods people aren’t afraid of."
Wasser, who isn't vegan herself, added: "No one wants to be lectured or made to feel bad when they’re eating.
"We wanted to create this pleasant experience that you could come into whether you’re vegan or not and just enjoy it.
"I think we’ve been successful in opening people’s minds into what vegan food can be like – it doesn’t have to be flavourless, bland or raw."
According to Wasser, the eatery has welcomed some high profile guests.
She said: "Miley Cyrus is our biggest fan – she’s being going since the beginning.
"Meghan Markle was a huge fan of ours at the beginning when she had her blog – she did a whole photoshoot in our space.
"Stella McCartney’s been really lovely too and Anna Kendrick’s been in a few times."
By Chloe has partnered with hospitality management and consultancy firm TGP International to bring the brand to the UK,
Simon Wright, managing director of TGP, says: "Plant-based and healthy eating are the buzzwords in the food world at the moment and By Chloe encompasses this ethos so well.
"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."
Maria is a former magazine editor, newspaper reporter, and features writer. Her writing has been published by The Guardian, The Huffington Post, and various regional newspapers, as well as Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle. You can follow her on Twitter @MariaChiorando and Instagram @mariachiorando.
Disclaimer: The opinions expressed in this article are prepared in the author's capacity and do not necessarily reflect the views and opinions of Plant Based News itself.
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