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Vegan chain By CHLOE will rebrand as Beatnic following a lengthy legal battle over its name. The new Beatnic chain will maintain a fully vegan menu but the branding will transition with a new Beat Generation-inspired logo, packaging, and messaging, scheduled to be completed by September 2021. The chain’s new name is inspired by the flagship location of By CHLOE, which opened in 2015 in the Greenwich Village neighborhood of New York City known as a Beatnik hangout in the 1960s.
“There has been a magic to this concept since the first day on Bleecker Street,” Greg Golkin, Managing Partner of Kitchen Fund and an investor in Beatnic, said. “While the Guac Burger and Quinoa Taco Salad have cult-like followings, the brand’s audaciousness and eccentricity are what set it apart. The new name will celebrate that progressive spirit while reaffirming a commitment to an accessible vegan experience.”
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Popular fast-casual plant-based chain By Chloe is back, but with a new name–Beatnic. Following the restaurant’s bankruptcy and reorganization, the company s new owners took the reigns to rescue the vegan fast-food staple from complete closure. The company s new owners revealed to
Fortune that its new name is a reference to its original location in Greenwich Village and its relationship with the Beatnick movement.
Originally founded by plant-based chef Chloe Coscarelli and Samantha Wasser in 2015, the popular chain shaped the vegan fast-casual scene across New York, Massachusetts, and Rhode Island. The fast-casual restaurant grew to 14 locations spanning across the three states, but due to financial hardship caused by the COVID-19 shutdown, the company was reduced to 10 locations.
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