Update, correction: This article originally stated By Chloe will replace Pizza Express at the Oxford Circus location; it will in fact replace Byron, which shares the same address, 4-5 Langham Place.
By Chloe, the American vegan fast food brand, which first opened in London in January 2018, has confirmed that it will open its third and fourth sites in the capital this year: close to Oxford Circus in central London, and at the O2 Arena, in Greenwich, which was first announced in February.
The Oxford Circus branch will replace Byron, at a site close to the BBC headquarters and the All Souls church. That restaurant will open mid June this summer and will join existing branches in Covent Garden and Tower Bridge, which the company says have been a “success.” Materials released today also point to “an increasing love for vegan food in the capital.” A certain type of — “mainstream white” — veganism, of course.
The U.S. brand, which in the States has been embroiled in a number of IP lawsuits, referred to by some as a “web of plant-based beef,” says it “is continuing its international growth and commitment to championing a wholesome plant-based movement.” The Oxford Circus location, one of the highest footfall areas of the city, and a retail centre, will seat 72 indoor as well as 10 on a terrace. It is described as “a perfect spot for a breakfast bite, midday snack or dinner date.”
Demonstrating creative license vis-a-vis the British definition of a neighbourhood, co-founder (not Chloe) Samantha Wasser, said, “We could not think of a more perfect location for our third by CHLOE. location than the iconic Oxford Circus neighbourhood.”
The London By Chloe “exclusive” menu will be available alongside the brand’s “signature” salads, house-made burgers, fresh pastas, baked desserts, and dairy-free ice cream. Popular dishes include “The Guac Burger,” “Quinoa Taco Salad,” “Air-Baked Fries,” and “Mac N’ Cheese.”
Wasser added: “We are so excited to grow our brand in London and have been delighted at the demand we’ve received to continue expanding!”
The brand will open at ICON at the O2 — with capacity for 100 guests — in July this year. That location will also introduce the “very first by CHLOE.backyard,” and a games zone which will include a pinball machine and a range of retro arcade games.