Vegan Restaurant Chain By Chloe Rebrands as Beatnic
The vegan fast-casual restaurant is undergoing a makeover!
The menu items at this fast-casual vegan joint may be hip and trendy, but there’s a good amount of history behind the beginnings of the brand. After enduring both a lengthy lawsuit and bankruptcy, the owners of By Chloe sold to investors who plan to rebrand the restaurant to Beatnic.
The History of By Chloe
By Chloe was founded in 2015 by celebrity vegan chef Chloe Coscarelli alongside partners at ESquared Hospitality. The goal was to create a vegan version of Shake Shack, but by 2016, Coscarelli was pursuing a lawsuit against ESquared Hospitality as the group allegedly tried to open non-vegan restaurants under her name. Shortly thereafter, Coscarelli was let go from the business, but ESquared continued to use her name and grow the brand.
At its peak, there were 14 By Chloe restaurants across the United States, Canada, and England. Last year, three of the US brick-and-mortars were closed, but locations remained in New York, Boston, Providence, and Los Angeles.
In December of 2020, the parent company of By Chloe filed for Chapter 11 bankruptcy due to financial struggles relating to the pandemic. That same month, Coscarelli tried to win back ownership of the company and was successful in acquiring 50%. At that point, she sought new business partners and investors to avoid total liquidation of the chain and complete shutdown.
By Chloe’s New Investors
This March, it was announced that a new set of investors would purchase the By Chloe brand and assume its debts and that Coscarelli wouldn’t be involved. The group of investors (Qoot International UK, Bain Capital Double Impact Fund, Kitchen Fund, Lion Capital LLC, and Simple Capital Management LLC) all agreed to take over the chain under the condition that they’d rebrand it within six months.
Chloe Coscarelli’s lawyer shared, “Chloe is pleased with the court’s ruling that the company may not sell Chloe’s name through the By Chloe trademark. Chloe otherwise looks forward to concluding this proceeding, so she can focus on pursuing her passion of bringing more creative, colorful, and delicious vegan food to her fans and friends.”
By Chloe to Beatnic
This month, the investor group released the news that they will be rebranding By Chloe to Beatnic. The new name is inspired by the Greenwich Village neighborhood of New York City and the “beatnik” community the area was formerly known for.
In addition to the name change, the restaurant team shared their new slogan—“100% Vegan, 100% Delicious.” Other rebranding efforts include a refreshed logo as well as packaging, signage, and digital platforms. As for the menu at Beatnic, it will feature a mix of re-imagined favorites from the OG By Chloe days as well as new dishes like a Toasted S’mores Bar that sounds divine! Rebranding should be complete by September.
“From our management to our store teams to our investors, we’ve assembled the most agile team in the company’s history, and we are all fiercely committed to delivering a bold product. We have the benefit of rebuilding from the insights of this past year of pain points as we tighten up our business model and enhance all elements of the experience,” shared Beatnic president, Catey Mark Meyers.
Allie is a writer, musical theatre performer, yoga instructor, and walking vegan restaurant directory. On any given day, you can catch her making tofu scramble, scouring Trader Joe’s for new plant-based products, or watching The Lizzie McGuire Movie! Visit her website at alexandrammitchell.com.
More from VegOut
Alpha Foods Just Launched a YouTube Series Co-Hosted by Drag Icon Monét X Change
Tune in every week for a new episode of The Plant-Based Way with Monét.
NadaMoo! Scoop Shop in Austin, Texas to Close This Week
The vegan ice cream shop will be indefinitely closing its brick-and-mortar location on February 27.
This Self-Taught Los Angeles Baker Makes Lizzo-Approved Vegan Cinnamon Rolls
Baked by Yoga is killing the vegan dessert game!
San Diego’s Kula Ice Cream Expands to Grocery Stores Across California
The San Diego-based vegan ice cream brand is now available in grocery stores in Loma Linda, Chino, and Rancho Mirage, with more expansion plans in the future.
22 Black-Owned Vegan Food Brands to Support Right Now
From pancakes and granola to chips and cheese sauce, there are so many great products to try from these businesses.
IHOP Adds Vegan Breakfast Sandwich to Menu in NYC
The new fast-casual branch of IHOP has added a fully vegan breakfast sandwich to the menu at its New York location.
New Women-Owned Allergy-Friendly Online Grocer Basquet to Launch This Spring
Basquet specializes in offering a selection of sustainable products to those avoiding the top allergens, including a variety of products suitable for vegans.
10 Black-Owned Vegan Restaurants to Support in Atlanta
Come along as we explore all of the tasty Black-owned vegan and vegan-friendly spots Atlanta has to offer!
Michigan’s First Vegan Wine Club Launches in Metro Detroit
Vegan deli and catering company Chive Kitchen adds wine club to its list of offerings.
Chef Tomi Makanjuola Releases New Cookbook Vegan Nigerian Kitchen
The cookbook features 100 vegan recipes from various Nigerian tribes and regions.
5:55 Burgers & Fries Is Serving up Affordable Vegan Food in Los Angeles
Everything on the menu at 5:55 is under $11.11!
Meat Alternative Company Meati Launches for Pre-Order, Sells Out in 24 Hours
There’s a new vegan meat in town and customers are stocking up!
Subscribe NowOrder the magazine!