Ruling allows ESquared Hospitality to grow vegan chain without Chloe Coscarelli
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By Chloe backers ESquared Hospitality can terminate ties with the concept’s namesake co-owner Chloe Coscarelli, an arbitrator has ruled, according to reports Monday.
New York-based ESquared Hospitality, which also owns the BLT Steak brand, can continue to grow the five-unit By Chloe chain without Coscarelli’s involvement, the ruling said.
However, Coscarelli told The Wall Street Journal: “I will protect the integrity of my brand.” Coscarelli and ESquared Hospitality’s Samantha Wasser founded By Chloe in 2014, expanding the vegan fast-casual concept in New York, Boston and Los Angles.
In the arbitration, which began last year, ESquared Hospitality CEO Jimmy Haber claimed Coscarelli “did not negotiate in good faith” when he was seeking to expand By Chloe.
ESquared Hospitality launched in 2004, with BLT Steak, and has grown to more than 20 restaurants, including BLT Prime with David Burke, BLT Burger, BLT Market, Tavern 62, Casa Nonna, the Florentine, Horchata and The Wayfarer.
By Chloe’s menu includes vegan burgers, sandwiches, fries, pasta, salads, beer, wine, juices and baked goods in a fast-casual setting. Sandwiches range from $8.95 for avocado toast with vegetables and almond “Parmesan,” to $11.95 for the Whiskey BBQ with smoked portobello and seitan. Salads start at $10.95.
Nation’s Restaurant News named the concept a Breakout Brand in 2016.
Coscarelli is a cookbook author and winner of the Food Network’s “Cupcake Wars” TV competition. NRN named Coscarelli and Wasser to its Power List in 2017.
Last March, By Chloe partnered with Whole Foods Market to open a restaurant inside the grocer’s first 365 store in Los Angeles.
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