Opening on 6 February, the 70-cover Russell Street restaurant will serve its signature plant-based menu, alongside a selection of dishes exclusive to the UK.
A ‘London by CHLOE’ menu will offer a vegan take on British dishes including fish and chips (where the fish is made from crispy tofu); shepherd’s pie with seitan mince and beet ketchup; pea and ham soup; and sticky toffee pudding with coconut whipped cream.
The signature US menu will also be available, comprising the likes of a guac burger; quinoa taco salad; air baked fries; and mac and cheese.
The site will have grab and go items, and will have seasonal ‘market special’ dishes throughout the year.
The site will mirror the design of its US counterparts, with banquettes and swinging chairs. As with all of the brand’s sites it will have its own distinct interior details, including light fixtures, fabrics, wallpapers and bathrooms.
As veganism moves into the mainstream, the brand –which serves 100,000 customers per month in the US- has picked a good time to begin its UK expansion.
Statistics from the Vegan Society show a 250% increase in vegans in the UK when compared with 10 years ago, and other plant-based brands have been profiting from the burgeoning market, including Mildred’s, The Vurger Co., and CookDaily.
By CHLOE is set to open its second UK location in Tower Bridge in spring 2018.