Hey everybody! We had such a great time at SoWa. We’re hoping to call this our new Sunday home. What a start. I didn’t expect much for the first day. After all, our formula usually gives us a slow start: zero promotion, avoid press, focus on building relationships with customers one at a time and delivering really good food. Normally we have something like 8 customers to start. Then, if we do our job right with the food and the experience (they don’t have to wait too long, we’re friendly, etc.) they come back. And if we’re lucky they bring a friend. So day 2 we might have something like 7 return customers + 5 friends. And the cycle happens again. You get the idea. We grow, but slowly, one day at a time.

So we were really surprised by our first day at SoWa. We served almost as many mouths as we do on a regular day at one of our existing (already built-up) locations. We’re thrilled for the chance to meet so many new people, and I hope we’re giving you a great experience. We’ll know we’re doing OK if you return next Sunday we’re up (market is closed for holiday this weekend, so it will be on the 12th). And we’ll know we’re really hitting it if you bring friends.

Thanks everybody, looking forward to seeing you again!

We work really hard to keep track of the dates and freshness of everything we deal with. But it’s rare that you get to see these out front. I love that somebody started labeling the ketchup. Most companies wouldn’t do this sort of thing. It’s a symbol to me of the back of house/ front of house separation, a dynamic that mirrored in the split/ discord between grocery and distributors, restaurants and supply, etc.

Anyway, I love that you can see this. I’m proud we’re showing it off (but can’t claim credit for the innovation). And I think you should be happy about it too.

We’re really excited. Just when the rain was trying to get us down sunny yellow T-shirts arrived in the mail to cheer us up.

This is phase 3 of the Clover Uniform Plan. We’ve been crafting this move for over a year. Our goal:

- Blue aprons — the color of an apron means something. search our old posts for “aprons” and you can read more about it. short version is that blue means apprentice. We’re making the statement that we’re all learning all the time

- Simple hats that don’t use much material and are comfortable (mesh in summer, knit in winter)

- Simple shirts that work with aprons (image in back), are printed in limited editions (get it, so that they run out occasionally!), and change frequently

- Levis 501 Blue Jeans (final stage) — what is more American, more lasting, less trendy? I grew up seeing my Dad wear Levis. I now wear them. Our truck will wear them. They are perfect. We’re working with Levis (more on this later) to outfit everybody in a raw denim Levi that will age and develop over time

We’re making sure everything we wear is available to our customers. First time around I made the mistake of buying stuff that was too expensive, and not buying ladies T-shirts. We’ve fixed that. Now we’re talking:

- T-shirts $10/ shirt while they last (men’s and ladies sizes available)

- Hats $15/ hat

Someday we’ll add the aprons and blue jeans into the mix…

That’s Chris, and yes, that blurry patch was a bird. For those of you who don’t know him that’s not the kind of guy he is. He just thought it would keep me from posting this picture. Instead I’m collecting a series of these.

We have staff meetings once a week. We’ve been using the opportunity to visit our city’s fine fast food establishments. This was Burger King. The one next to it McDonald’s. We’ve hit Panera, Starbucks, Chipotle, Qdoba, Cosi, and this past week: Taco Bell/ KFC.

These little excursions serve a couple of purposes (besides rocking our digestive systems). They teach us things. Each time we meet we start out with a discussion about what we see, what we like, surprises, and a little history of the chain.

Second, they keep us grounded. This is our competition. This is what people eat daily. This is why we’re working so hard.

You’re getting to know us, let’s play a little game: who eats most willingly, who needs to be force-fed when we go out (the pictures above may provide you with some hints):

(A) Chris (MIT manager, soon to move on to Harvard store)

(B) Peter (MIT manager in training, but not for long)

(C) Vincenzo (DWY manager)

(D) Ayr (the one who everybody is angry at about the Food Truck Festival)

(E) Rolando (the one responsible for our food)

This is Emo. He’s been with us for a few weeks now and we’re hoping to make it a long term relationship. He’s got what we’re looking for: great attitude, hard working, curious.

Before working with us Emo was working construction. Emo started out as a part time truck cleaner. Recently we moved him up to full time at the end of the day (packing the truck, dealing with dishes, etc.).

Since he works back at the kitchen Emo never sees our operation. Last week on his own initiative he stopped by to see what this thing is he’s been working on. I grabbed a fry and Chickpea and lemonade for him. Hoping he loved it.

Welcome to the team Emo.

Some of you may remember some of the funny job applications we’ve had in the past. Like the guy who went on for 2 pages about his butchering techniques and experience.

Alright, so this one if even funnier. Not exactly an application, but just hilarious.

The picture above is of Megan. She’s a recent member of the Clover family. You see Megan is Vincenzo’s wife. We’re thrilled to have gotten to know her, and really appreciate that she’s helping us out a bit with hiring. Megan has had a ton of experience with food service hiring, and we’re, well, new to everything. So anyway, enough set-up. The email is after the break. Get ready to laugh.

Quoted directly from an email Megan received from a recent job applicant:

Megan,

I didn’t want you to think I completely blew you off. I arrived on time for my interview, but had parking issues. Although, after seeing the truck, I was sure I wasn’t right for the job. I am young, and have plenty of experience to handle a gig like that, but when it comes down to it, I didn’t go to college to end up on a food truck serving students. I wish you luck in your search for clover kids. It was a total pleasure speaking with you, I absolutely appreciate the opportunity, but again, just not for me.

On the other hand, your voice is extremely attractive, and if your at all interested, I’d love to take you out for a drink, on non business terms.

Let me know

Lindsey

Some of you might be asking yourself what a white kid from the North is doing playing all that blues?

When Erik Joule (Levi’s guy, early advisor and supporter of Clover) and I were discussing branding and retail space early on, and he asked me “what does it sound like?” I was stumped. I’ve always loved music. I used to DJ on the radio, helped run some radio stations, etc. But I was stumped. For all the detail and research I’d put into the company and environment we were creating I’d never thought of what it would sound like.

(more after break)

Those of you who have been with us since the beginning heard us playing different things from the truck kitchen. We tried some folk, some contemporary stuff. The Black Keys’ album Attack and Release felt right. We started evolving around that. It’s important to me that music at Clover is American. That’s a definite defining boundary for us. That gives us pretty broad definition. It needs to be welcoming, I don’t want to make anyone uncomfortable. But I don’t want to put anybody to sleep either. No Kenny G (sorry Starbucks). We want a sound that is distinctive. Real songs. Real musicians. A playlist that is curated.

Early I thought we could put together a playlist of local music only. I still fantasize that one day we can. But in the near term that’s just too difficult for me to pull off. I don’t know the current scene that well, and don’t have time to research it at the level I’d want to.

So we landed on Blues. It’s the king of all American music. Something that was born and raised in this country. And I’m learning so much and loving it. I’m first to admit: this music is new to me. It’s not a music I grew up with. But I’m having a ton of fun learning, and can’t wait to know/ listen to more.

Our staff, that’s a different story. My fault. I only put 10 hours of music on the original list and they are getting sick of it. So I just put together a new list today. Now there are 20 hours. I’m hoping everybody loves it.

Don’t think we’ve introduced Peter yet. He’s one of the newer members of our staff. He came to us through Vincenzo, Peter actually trained Vincenzo at the Four Seasons when Vincenzo started working there. Peter hails from the West Coast originally, but came out to Boston to work for the Four Seasons. Those of you over at MIT have probably seen or talked to him already. He’s been opening the truck for the past 2-3 weeks.

Here Peter is taste testing a new batch of Hibiscus he just made up. He’s probably not too happy I’m taking his picture. And I’m sure he suspects it’s going to the website. He’d be right.

Notice the Clover hat. The simple white T-shirt.

Peter is going to be running the MIT truck once we get him trained up on everything. He’s going to be perfect for the job. The observations above speak volumes about Peter.  He’s conscientious (making more Hibiscus), super hard working, deeply committed to Clover (hat) and what we’re trying to achieve, creative (see that white T-shirt, I ran out of the uniform T-shirts a long time ago, and he’s doing his best to match it).

In the beginning I’ll admit, we were suspicious. We were waiting to find out what was wrong with Peter. Seemed too good to be true. We’re slowly gaining comfort. I think Peter is just one of those people who actually is kind, hard working, earnest, and smart. We’re thrilled to have him as part of the team.

Our Convection Oven comes stocked with 3 shelving racks, this is were we heat the bread, and warm our BBQ.  Reaching into the  400 F oven is like playing OPERATION as a kid, if you touch the side, you get zapped, but on the truck your left with a burn mark.  Next time you’re at the truck check our fore-arms. Too many of us are branded. It became worse with the new DWY truck because we’re parked on a slant and the d#$% door keeps slapping shut while our arms are in the oven.

This is my solution. Antoria started calling it the “ouch guard” and it stuck. Velcro is the next best thing to duct tape.  This now keeps the door secure when it opens and has prevented less burns.