Vegan Fast-Food Phenomenon By CHLOE. Is Launching In London

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LONDON, United Kingdom — US-based fast-food chain by CHLOE. is planning to open its first international location in London, later this year.

In addition to bringing its unique fusion of plant-based, fast-casual cuisine to London’s Covent Garden, the brand has plans to open future outposts in the UK, Middle East and Europe. As much as $13 million has been invested in the company’s proposed expansion, according to Bloomberg.

Having launched only two years ago as a single outpost in New York, by CHLOE. has quickly grown to operate seven locations; four in New York, one in Los Angeles and two in Boston. According to Business Insider, the brand generated $10 million in sales in 2016, a figure it hopes to triple this year, as it takes its first steps in growing its international presence.  

Particularly excited to be introducing the innovative brand to the London audience, Samantha Wasser, Co-Founder and President explained: “London is such a diverse city with an incredibly vibrant food scene and we can’t wait to welcome a whole new collection of customers to experience the by CHLOE. brand.”

In keeping with the brand’s Instagram-friendly aesthetic, the London location will feature popular design staples including banquettes, tabletops, icons, and more, Wasser told Well + Good. “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,” she revealed.

The menu will include popular dishes such as The Guac Burger, Quinoa Taco Salad, Matcha Kelp Noodles and Mac n Cheese, as well as a range of dishes exclusive to the UK audience.

With the number of vegans in Britain having risen by more than 360 percent over the past decade, it isn’t surprising that Wasser sees the London market as key for the brand. However, it was the capital’s buzzing food scene that really drove her decision.

“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, ” she told Well + Good.

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