By Chloe debuts new branding following bankruptcy
Vegan fast casual restaurant chain By Chloe is getting a major rework after new owners took over the chain following its bankruptcy sale last year.
The chain has overhauled its branding and debuted a grimace-inducing new name: Beatnic, which is meant to reference the restaurant’s roots in Greenwich Village and the historic Beatnik movement, the company tells Fortune. New packaging, signage, and a digital revamp will roll out to the chain’s 10 locations, including eight in NYC, over the next few months. A refreshed menu includes new items like a Toasted S’mores Bar and a “Chicky” sandwich, according to the report.
This iteration of By Chloe follows years of legal trouble for the chain leading up to the bankruptcy. Founding chef Chloe Coscarelli, the restaurant’s namesake, sued the company’s former owner Esquared Hospitality multiple times, alleging harassment by former business partner James Haber and unfair continued use of her name after splitting from the company in 2017.
Beatnic is now led by president Catey Mark Meyers, the chain’s former chief of staff. Its total locations shrunk from 14 to 10 restaurants, including one in Boston and one in Providence, Rhode Island, during the pandemic, according to Fortune. It plans to reopen its Greenwich Village flagship, located at the corner of Bleecker Street and MacDougal Street, in September.
In other news
— Earlier this month, GrowNYC expanded its reach with the opening of the Myrtle-Wyckoff Greenmarket, located at Wyckoff Ave between Myrtle and Gates avenues. The farmer’s market will be open until November on Thursdays from 8 a.m. to 3 p.m. with a rotating selection of fresh produce and baked goods. — Emma Orlow, contributor
— With a little over one week left for its fundraiser, Golden Diner has collected $35,311 out of $50,000 needed to pay for repairs after a fire put the restaurant out of commission.
— Maki Kosaka chef Sho Boo is offering a variety of new menu items at the Michelin-starred Kosaka offshoot starting tonight, according to a restaurant spokesperson. Additions include fried Chilean sea bass, Ebi-shinjo shrimp balls, and temaki sushi sets available at the restaurant’s indoor sushi bar.
— Restaurateur Sonny Solomon of Veeray da Dhaba and former Astoria hotspot Kurry Qulture is helping to launch a new livestreaming platform for chefs this week called Crafted.
— A new, blowtorch-centric pop-up restaurant called Flame is coming to NYC in November. Menu details have yet to be announced, but tickets are $85 apiece for a two-course meal and a drink.
— Dinner plans: