"We don't have any dishes finalized yet. And we're open to suggestions!"
"International expansion was always part of the long-term plan," says Samantha Wasser, co-founder and president of By Chloe, which celebrated its two-year anniversary last week. "There was an article last year that raved about why London is one of the greatest food scenes in the world. To me, New York City has always held that title—but once I started to learn more about the growing restaurant scene, and how other NYC-based brands like Dominique Ansel were finding success in London, I was sold."
The West End flagship, which will seat 70 guests and offer grab-and-go options, marks By Chloe's eighth location (plus Sweets by Chloe in NYC). Wasser also says the fast-growing brand has three more locations planned for this year in New York City and Providence, RI. But London was a no-brainer, she says, crediting a huge portion of By Chloe's social media traffic to the UK (third only to NYC and Los Angeles, and tied with Boston).
If you're traveling abroad—and are wading through unfamiliar territory—Wasser says By Chloe will offer up the comforts of home, with a twist. "All of our locations have the same core design, so anyone who has visited our US locations will recognize details like our banquettes, tabletops, icons, and more," she says. "But just like each new location, we will weave in details unique to each new site, which guests will notice in things like the light fixtures, the fabric on our swing chairs, and my personal favorite, in our bathrooms."
As for whether the UK hot spot will offer, say, vegan fish and chips? TBD. "The new locations will have a menu item or two unique to each spot—just like you can only get the lobster roll in Boston," Wasser says. "We don't have any dishes finalized yet. And we're open to suggestions!" But definitely expect By Chloe's signature plant-based options, including burgers, smoothies, salads, sandwiches, pastas, dairy-free ice cream, and sweet treats.
But seriously, vegan fish and chips—and a side of Prince Harry—please.
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