On July 26, the restaurant group by CHLOE. rolled out a full rebrand at all of its locations, repositioning itself as Beatnic.
The new name is inspired by the vegan restaurant’s original Greenwich Village location, Beatnic aims to reflect its creative, inclusive, and vibrant cultural values in its new iteration.
Following a busy year of significant challenges including lawsuits, Chapter 11 bankruptcy, and the pandemic, Beatnic is re-emerging as a new plant-based spot with a similar menu and vibe to its former self.
“The rebrand is more than an overhaul of our visual identity but also an homage to our history as trailblazers in the plant-based category. While our product values have not changed, we are doubling down on our mission to delight both vegans and non-vegans alike with a robust culinary innovation pipeline that has broad appeal,” said chef Catey Mark Meyers, recently promoted to President of Beatnic. “From our management to our store teams to our investors, we’ve assembled the most agile team in the company’s history, and we are all fiercely committed to delivering a bold product. We have the benefit of rebuilding from the insights of this past year of pain points as we tighten up our business model and enhance all elements of the experience.”
Beatnic debuted with a new logo and packaging, as well as a fresh and current look and feel of the web and mobile experiences. The transition to new packaging, in-store signage and digital platforms should be completed by September 2021.
“There has been a magic to this concept since the first day on Bleecker Street. While the Guac Burger and Quinoa Taco Salad have cult-like followings, the brand’s audaciousness and eccentricity are what set it apart,” said Greg Golkin, Managing Partner of Kitchen Fund, Beatnic’s co-lead investor along with Sisban Foods. “The new name will celebrate that progressive spirit while reaffirming a commitment to an accessible vegan experience.”
By Chloe was initially founded in 2014 by vegan chef Chloe Coscarelli, a 2017 Forbes 30 under 30 recipient in the Food & Drink category. In 2017, she also split with her founding partners, ESquared Hospitality Group, though the restaurants continued to expand and use her name.
Following an ever-tumultuous year, Beatnic will now spin off the original concept