Since by CHLOE. opened this past summer at 185 Bleecker Street in New York City’s West Village, it’s become one of the most popular destinations for vegan dining. With plans for expansion into Flatiron this February and SoHo by summer, there’s no stopping Cupcake Wars winning restauranteur/chef, Chloe Coscarelli and business partner, Samantha Wasser.

3rd location’s a charm… SOHO, we’re coming for you!!!! ???????? #vegan #byCHLOE #comingsoon

A photo posted by Chloe Coscarelli (@chefchloe) on

The venture was inspired by Cosacarelli and Wasser’s own desires to have casual meat and dairy free cuisine. “We saw a need for delicious everyday vegan food and I had always had a hard time figuring out where to find it,” Coscarelli said. “I’d finish a busy day of work and want a satisfying meal without having to make a reservation at a fancy restaurant or indulge in something unhealthy.” – Forbes

An approachable menu for non-vegans and vegans alike includes both health and comfort food items like the quinoa taco and kale caesar salads, guacamole sweet potato burger, avocado pesto pasta, and pancakes with coconut whipped cream for brunch.

Current mood: ???? #vegan

A photo posted by Chloe Coscarelli (@chefchloe) on

The goal of by CHLOE. is to educate the masses about vegan cooking and how it’s a permanent lifestyle. In a July 2015 article by WWD, a hopeful Coscarelli mentions wanting the new endeavor to grow.

“Above all, Coscarelli is hoping to break through people’s stereotypes of plant-based cuisine. If By Chloe is successful, she hopes to expand the project to more locations. “We really don’t see this as a trend,” Coscarelli stresses. “It’s a lifestyle that’s here to stay.”

The New York Times comments, “By casting veganism as effervescent pixie lifestyle rather than moral crusade, By Chloe may be stealthily recruiting more followers to the cause.”