Vegan Chain By CHLOE Opens In Former Coffee Shop Space In USQ

Scott Lynch

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Jen Carlson

Published Dec 12, 2019

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Scott Lynch / Gothamist

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Scott Lynch

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Jen Carlson

Published Dec 12, 2019

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For 28 years Coffee Shop held it down on that most prominent Union Square corner of 16th and Union Square W, and while the most coveted seats were always along the sidewalk, the cool kids knew that the real action went down in the diner's back dining room. Coffee Shop is now dead and gone, having shuttered last year, and this week gave us our first look at what the space has become, with two chains taking over: a by CHLOE, and the most boring, unnecessary thing imaginable (yes, another Chase bank)...

Vegan juggernaut by CHLOE took over that old Coffee Shop back room as its ninth NYC restaurant, open as of today.

Unlike all the other by CHLOEs, the aim of this new spot was to feature a site-specific design, paying homage to its predecessor with takes on diner stylings like... sparkly vinyl booths. There are also boomerang-patterned Formica and chrome tables, and sputnik lamps flying off the walls. Wallpaper features the iconic Anthora cup, and a taxi-themed bathroom confronts visitors with awful puns like "Off Doody." (Classic New York!) The color and pattern scheme is bright and crazy and, as such, the space looks absolutely nothing like the old Coffee Shop, unfortunately.

Still, a publicist for the chain told Gothamist, "Although by CHLOE. did not keep any original fixtures they paid homage to Coffee Shop by making this location 'diner themed.' Many of the interiors playfully nod to Coffee Shop. For example, the bright rainbow marquee light was inspired by the iconic neon 'Coffee Shop' sign."

In the words of that Netflix show, "Nailed It!":

This rainbow is supposed to look like the old Coffee Shop sign?!

Photos by Gretchen Robinette, Scott Lynch

As for the real neon sign, which Coffee Shop had inherited from previous shops in the space, it disappeared from its longtime position on the front of the building when the new tenants moved in. "We are unsure about what happened to the original Coffee Shop sign located on the corner of the building," the publicist told us. "We assume the Coffee Shop owners took care of it."

Alas, the contrast between the beautiful faded glory look of the old Coffee Shop (pictured below when it was Coffee Shop's predecessor, Jason's) and the Lisa Frank glitter explosion that is by CHLOE's design could not be more different.

While the old Coffee Shop, or any classic New York diner, inspired interaction with New Yorkers, the new by CHLOE does a lot of work in delivering a human-less experience. In anticipation of big crowds at the new location, there are four kiosks on-site for touchscreen ordering (at the otherwise counter-service establishment), or you can go online and tell your phone what you want in advance, and then just show up and grab your bag from the alphabetically arranged shelves without ever having to speak to another human being. There's also seating for 32 if you want to dine in—you can't miss those sparkling, glossy booths!

The menu is 100% vegan and totally familiar to fans of the fast-casual brand. There are salads like the signature Spicy Thai, burgers and sandwiches, air-baked fries and other sides, and an array of sweets and pastries. The Chicky Chicky line of dishes, their plant-based entry into the chicken-finger game (the base here is tempeh and we can attest this new offering is delicious), is new at all of their locations, but Union Square is the only place you can pound their new Milkshakes, which use the chain's cashew-and-coconut-oil ice cream to thick, sweet effect. Available in Vanilla Bean and Chocolately Chocolate for now, with an "extra fancy" rotating flavor starting in January, the shakes also serve as a way to give back to the community, with a portion of all proceeds going to the Union Square Partnership.

Today (Thursday, 12/12) is opening day, and all burgers, salads, and shakes are 50% off until closing.

by CHLOE Union Square is located at 34 East 16th Street, between Union Square West and Fifth Avenue, and is open daily from 10:30 a.m. to 10 p.m. (eatbychloe.com)

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