Philosophy

Our food philosophy is driven by simplicity. I’d rather have you shocked by how delicious our turnip soup tastes than impress you with an exotic ingredient or fancy technique or flowery menu description.

We try to keep everything very simple, but very careful. If you eat with us for breakfast you know that we’re making the soup or salads in the morning and prepping for lunch. We don’t make ketchup. We don’t make Mayonnaise. We make just about everything else every day.

This is Fast Food. We’re obsessed with speed and constantly time ourselves. Our average serve times are around 3.5 minutes, which makes us a little slower than McDonald’s.

Many of you have been asking for more detail about the menu, so for the first time I’m gathering it all here. Enjoy!

Ayr Muir
Founder and CEO of Clover Food Lab

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Read on to learn:
– How we think about taste
– Why you might think we’re crazy if you learn how we make food
– Why our menu is tiny, changes, and we run out
– What’s so special about our drinks
– How we source our ingredients
– Who develops our recipes
– How we think about nutrition and food
– What to eat at Clover if you have allergies or dietary restrictions

 

Taste

We taste all day long. This is one of the most important roles our managers and leaders have. We’re not working with frozen, blended, factory-made, or processed ingredients. We don’t use “flavor enhancers,” artificial or natural flavors, additives, preservatives, or anything else you’d need a chemistry degree to understand. We rely on the farmer who grew our parsnip for flavor, the soil that produced our carrot, the chicken that laid our beautiful eggs. This is core to how we make food. Sometimes our carrots are sweeter, sometimes less sweet. We taste, we balance, we taste again. I can’t promise you that anything you have from Clover will taste exactly the same one day to the next. But we all work very very hard to make sure that the quality we achieve, the depth of and cleanliness of flavors is consistently unrivaled.

The other year I noticed we talk a lot about clean flavors. We started using those words without much discussion and didn’t even think twice about it until somebody asked us what we meant. When we talk about clean flavors we mean a whole collection of things. Food that tastes clean is food you want to hold in your mouth and savor. It’s not food you want to scarf down without thought. It’s food that has subtle aftertaste you enjoy. It feels great in your mouth. It smells beautiful.

We’re talking about food that hasn’t been overcooked. Clean flavors come from the first run, not from food that has been reheated or “flashed” right before service. We’re talking about food that hasn’t oxidized (common to food that is aging, think about how an apple slice turns brown). We’re talking about the lack of “off” compounds that come from sloppy cooking methods. Think about a bright yellow yolk that comes from shocking the egg in ice after boiling it for the exact right amount of time, not the grayish yolk and off flavors that come from overcooking and/or slow cooling. We’re talking about the lack of contamination of flavors (our onion cutting boards are never used for anything else). Clean flavors are identifiable. They are complex because the ingredients themselves have wonderful complexity, not because a lot of other ingredients are added on. When we talk about clean flavors we’re talking about flavors absent of chemical or natural additives. One of the reasons we make everything from scratch is that we want to leave out common additives like citric acid, fats we don’t like, and other additives that are in processed food. Not because citric acid is somehow bad, it just doesn’t taste clean. We don’t necessarily have anything against dirty food, but it’s not what we’re working hard every day to make.

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If you work at Chipotle, or Panera, or McDonald’s you might think we’re crazy

At Clover we do a lot of things unlike other fast food companies. Why? For taste of course.

It’s hard to overstate how radically different we operate vs. our competitors. The way we operate is unheard of in our industry. I mean unheard of to the point that others don’t believe me until I show them around. No, really, there is no back-of-house, everything we do is visible to our customers. At Clover we:

– Have no freezers. In the entire company. Not one.
– Change our menu day-to-day to stay in sync with the best tasting seasonal ingredients.
– Cut food as close as we can to when you’re going to eat (e.g., tomatoes are cut when you order)
– Keep your money in your region. (40-85% of our ingredients are from the Northeast)
– Use an unheard of amount of organic ingredients (typically 30-60% depending on time of year)
– Don’t EVER use any preservatives, “natural flavors,” “flavor enhancers,” “artificial flavors”*
– Make food that will improve your health (no need to tell the kids, but that food is good for them)
– Allow you to see us making your food. We have no “back of house” anywhere in our company.
– 100% of what we hand you is compostable. OK, nothing to do with taste. But it’s the right thing to do.

*This statement does not apply to the mayonnaise, and the Ketchup, which as I mentioned earlier, we don’t make.

 

Recipes

Everything we are today, every single recipe, everything we do, has been developed with help from our customers. We invite you to join those who are helping us improve every day.

Clover’s menu is in constant development. We make mistakes all the time. We work hard to make sure those mistakes are cheap, and that we learn from them. We’d rather share a rough recipe with you and ask you what you think than drive an item to final and tell you how great it is. This core philosophy explains why we got started with a truck in the first place.

To be clear, we never make food we think tastes bad. There are important internal controls. The most senior folks in the company meet weekly to discuss food. We taste, we talk about ideas, and we plan. But just because Chris, or Enzo, or Michael, or I loves the way something tastes isn’t enough. We set our ego aside and find out what you think.

If you have any comments, ideas, etc. the best way to share those with us is through our order takers. They collect all of the feedback they hear in a day and share it up. If you’re not near a location, or not the talking type, you can use Twitter, or comment here on the website.

If you would like to submit a recipe idea to Clover, use this form. We like recipes that come from real places and that have real stories tied to them. Our chickpea fritter was inspired by a falafel Ayr ate in Paris. Our breakfast sandwich was Jeremiah’s idea. Our cinnamon lemonade came from a customer who thought it might be a good idea. The Enzo Sandwich came from a salad Vincenzo’s family makes in Calabria, Italy.

 

Always changing menu and run outs

Since we don’t have freezers we work day-to-day with ingredients that have just come out of the ground, just been laid by a chicken, or just been picked. This fact defines our menu.

We have a small menu. Because we’re making everything from scratch we have to limit how much we do.

Our menu changes day-to-day. Because what is in season changes day to day, not every 3 months or 3 years.

We run out of items. We know this can mean we disappoint, but since we’re not working with shelf-stable or frozen foods we only have 2 choices: a lot of waste because we always have an oversupply or running out because we’re keeping the food fresh. We choose to run out.

So our menu is tiny, changes day-to-day, and we run out of stuff. That’s why we write it on a whiteboard, because it changes so often. It’s also why we can experiment so much with our food.

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Drinks

We’re developing a reputation for our drinks. You may have had our cinnamon lemonade, mulled cider, a blackberry switchel, maple soda, hibiscus iced tea, Barrington Coffee, or Pretty Things Jack D’Or beer. For most fast food beverages are an afterthought, a Coke or Pepsi fountain that earns high margins. We think of drinks a little differently.

Early on Rolando (who was our Chef) and I wanted to make drinks a part of our culinary conversation. So we started asking questions. Shouldn’t a great chef know as much about the coffee she’s serving as she does the sauce on the plate? Why should our sodas be made with who-knows-what? Why shouldn’t beverages be made daily? Why shouldn’t they change with the availability of ingredients? The most important question: how amazing can this drink taste?

So we started developing drink recipes right alongside our sandwich, salad, and soup recipes. We started visiting coffee roasters around the country, watching them roast, asking questions, and tasting and tasting and tasting. We started visiting New England breweries, and tasting and tasting.

I think one of the amazing things about our beverages is that while we’re not making anywhere near the beverage profit margin others expect, we’re still able to make money. We can make money selling you some the most amazing tasting liquids. It’s a beautiful thing. I don’t think I’d call it greed, but most other food operators, fast food as well as fine dining, just don’t focus on what their beverages taste like as much as they focus on what they’re making from selling those beverages.

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Ingredients

We put a ton of energy and thought into what we source and from whom. We showcase the best items we can buy. And if something is out of season or not available at the quality we love we just don’t use it, selecting instead something that makes better sense for that time of year.

When we started we bought almost everything from Russo’s, a regional mid-sized produce distributor. I went to meet Tony Russo, told him what I was up to, and we went from there. I’d known of Tony for a long time. His produce is the best in Boston markets. He’s been around for a long time (dig up an old Julia Child book and you’ll see she thanks Russo’s for their amazing produce). Tony understood what we were up to and would call me to tell me he had amazing shitake from Williamstown, MA, or potatoes from Hadley, MA. He knows all of the commercial growers in the Northeast. He could tell us when we just couldn’t get stuff locally which was as important as knowing what we could get locally.

We still buy from Tony, and now our volumes are much larger and growing. We’ve recently started to develop some direct relationships with suppliers. We had the pleasure of serving amazing tomatoes from Lindentree farm this past season. And coming into 2013 Lindentree, one of the best organic growers in my opinion, is planting for us. This is a dream. We’d always hoped to get to this point and it’s happening sooner than we expected. We’re buying a huge amount of beautiful roots this winter from Winter Moon Roots of Hadley, VT. All of our honey is bought directly, as is our maple syrup. We expect to develop more direct relationships as we grow. I’ll admit, we’ve used items from my garden (e.g., mint for lemonade) but this isn’t common. I only harvest 3 times a year : ) Eddie who runs our kitchen has brought us some delicious things as well.

Some of our supply relationships are something of a hybrid between distributor and direct sourcing. For example, we love Chip-N-Farm eggs. We have Chip-N-Farm pack our eggs in special boxes that are labeled just for Clover. Tony picks them up in Bedford, MA 3 times a week, and delivers them to us directly. We do something like this with other high-volume critical ingredients (e.g., our potatoes, yogurt, cheese etc.).

Rolando brought an organization called Farm Fresh Rhode Island/ Market Mobile to Massachusetts. He knew of them from living down there and really wanted them to expand to Mass. They weren’t sure it would make sense. So Rolando went around to a bunch of local chefs in Boston, convinced many of them to take Farm Fresh as a distributor, and now they make the trip to Boston. Market Mobile is a Farm-To-Business delivery service. Sort of like a regional distributor, but with better technology and a more direct model, and only local. We love what they’re doing.

We buy spices from Raymond at Christina’s Spices (they also have a retail presence). There are a few  other items we buy from smaller scale regional suppliers.

We buy shelf stable organic products from UNFI. This includes flour, chickpeas, etc. UNFI is an enormous organic distributor who primarily supplies Whole Foods. We buy fry oil from large national mainline suppliers (US Foods currently).

Beer, coffee, and tea are products we sell that we have very little hand in making. So we do our best to know those who are doing the making. In the case of beer we don’t feature a brewer unless we’ve had a chance to visit the brewery, meet the brewer, and understand their philosophy. We’ve handpicked all of the beers we sell and know our brewers very well. Coffee is a similar process. We feature some of the best roasters in the world. We’ve developed relationships with any roaster we feature before brining them in to Clover. We see them roast, get to know the owner, ask questions about their approach and philosophy. I don’t believe there is anyone who has visited more brewers or roasters than those of us at Clover. It’s been a unique and really fun journey.

Similar efforts apply to our tea (herbals are grown and mixed by Mary Blue of Farmacy Herbs, green and oolong are from Asha Teas and Tea Trekker). It took me almost 3 years to find tea of the quality we wanted. We couldn’t be happier with what we’re now offering.

Nutritionals

We’re a small company but we think it’s important you know what you’re eating and part of that transparency extends to nutritional content. We’re working to create a database of the nutritional content of all of our menu items, but we’re not there yet. We have an entire page devoted to this topic.

 

Gluten-free, allergies, sensitivities, dietary restrictions, vegan, etc.

Please ask. We work hard to make sure our order takers are well armed to answer your questions. We’re honest about the fact that we may have cross-contamination in our kitchens. We do our best to provide options for a range of eating habits, preferences, and restrictions.

We hear a lot of questions about gluten-free options. Our kitchens are not gluten free. The falafel recipe does not have any wheat flour (unlike most falafel), instead we use GF corn flour. At the restaurants we have platters available without bread. At the trucks we have “boats” which is a sandwich without the bread. We are exploring a GF bread option.

We can modify most items to make them vegan upon request. This includes two of our most popular sandwiches, the Soy BLT and the BBQ Seitan.

Intelly Los Inmortales, El Salvador

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We’re bringing on a new coffee from Intelly. This is an El Salvadorian coffee grown on the side of a volcano. The coffee cherry was allowed to ripen past the usual red stage, and into a deep burgundy stage, which makes for a rounder, more complex cup. It’s a bourbon varietal, which is a lower-yielding, more fragile cultivar that tends to have lots of fruit notes. It was a hard year for this particular region. There was an outbreak of leaf rust, which caused damage to lots of farms in the area, but this farm was protected by its elevation.

We will be pouring this up at all our locations starting this week. Thanks to the folks at Intelly for putting together such awesome info on this farm. If you’re curious, here’s the whole thing. 

Brussels rising Wednesday 10/22

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Where will you be when the Brussels Sprout Sandwich rises again?

When we put the Brussels Sprout sandwich on the menu last fall, it unleashed Brussels Mania. Everyone dreaded the day it would retreat from the menu, and some people started to do some pretty strange things to prepare.

Some ate two or three in a day. Others, trapped without a Clover nearby, tried to recreate the sandwich at home. Some employees (I’m not mentioning names) threatened to quit their jobs if the brussels didn’t remain on the menu in some form.

When we finally pulled the sandwich in early spring, long after brussels were out of season in Masachusetts, a group of customers begged us to take their pictures with their “last brussels sprout sandwich.” It was then that we knew that the brussel must rise again.

Finally, that day has come. Chris, who directs our food, has been doing some sleuthing, and he finally got word that there are brussels coming out of the ground at Joe Czajkowski Farm in Hadley.

This means that the brussel is back at Clover starting TOMORROW (Wednesday), 11am, at all Clover restaurants. Where will you be when Brussel rises?

PS:  Brussels Sprout 2014 has a higher percentage of local ingredients than Brussel Sprout 2013:

-Sour Cream Dijon Spread
-Smoked Cheddar from Grafton, Vermont
-Fried Brussels Sprouts from Joe Czajkowski Farm, Hadley, Mass
-Pickled Red Cabbage from Next Barn Over Farm, Hadley, Mass
-Toasted Hazelnuts

The paw paws have landed.

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It looks like an alien, and tastes like a cross between a mango and a banana. It’s more tropical than any fruit you’ll find in the tropics, and yet it was born in Massachusetts. It cannot be sold in stores because it’s too delicate to survive transit. So you have to know someone who knows someone to get it.

We know someone who knows a paw paw farmer. At the break of dawn this morning, 40 pounds of Massachusetts paw paws landed at Clover.
Paw Paw Mania at CloverHSQ (7 Holyoke Street, Cambridge, MA).
Friday, October 17, 2014
Paw paw soda at lunch ($2 for a glass)
Paw paw whoopie pies ($2 for a pie, $10 for a box) after 5pm.
PS: We’ll be featuring Paw Paw soda at other Clover restaurants until we’re out (Tuesday or Wednesday).

Squash sandwich?

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Squash is going to be one of my favorite things to cook this winter. I used to not like it, or think that it was only suited to certain flavors and preparations. But there are so many varieties, and it’s suited to so many flavors. That picture is from Harvest Dinner last year, Mike and Enzo made a maple-hot chili glaze for one of those giant Hubbard Squashes. I’ve been eating butternut with tahini at home.

Chris came to us saying that Ray is harvesting lots of squash over the next few weeks. Squash and kale.

So Squash is the subject of our next Food Development meeting. We’ve been coming up with some insane new seasonal sandwiches. The Japanese Sweet Potato. The Sharan. When done right these are as good or better than some of our core sandwiches.

Got any ideas for Squash? Leave your comments below, or better yet, join us at Food Dev Tuesdays at 3pm at the HUB.

Sharan better than ever

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Danya from Queen’s Greens Farm is selling us 750lbs of local organic cauliflower. It arrives today. We’re putting it straight into the Sharan sandwich.

By the way, the Sharan is on its last 7 days at Clover.

Get it now, better than ever.

We live in apple country

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Local apples are hitting the menu soon. Apple soda, deep fried apple rings, fresh apples on our Oatmeal and Granola at breakfast. This is our current seasonal lemonade: Apple Lemonade. Look at that beautiful orange-pink color.

We’ll be getting our apples from Lookout Farm in Natick, Mass.

Who wants to help us come up with an apple sandwich?

The cinnamon and sugar caramelizes under the batter

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Our new 3pm special is Apple Rings. We take slices of apples, toss them with cinnamon and sugar, and then toss them in a batter. When they hit the fryer, that cinnamon and sugar caramelizes under the batter, and makes a beautiful little crust.

Come by and try these after 3pm only…

Tempura sesame seeds

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A lot of you are asking what’s the crunch on top of that new Japanese Sweet Potato Sandwich.

Enzo came up with a really cool idea. We make these “tempura sesame seeds” in small batches. First, we mix up a tempura batter (carbonated water, a bit of cornstarch, rice flour), and throw white sesame seeds into the bowl, then toss everything in the fryer. When I tasted these little crispies, I said “It tastes like a Japanese restaurant!”

If you haven’t had our Japanese Sweet Potato sandwich yet, we’ll have it for the next few weeks, while we can still get local and organic sweet potatoes and red cabbage.

9,000 lbs of organic sweet potatoes heading to Clover

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We’ve gotten to this really beautiful place. We feed thousands of people every day. So when one of our partner farms has a bumper crop of something amazing, we can buy all of it. It’s becoming a point of inspiration for our food development, and more than ever, our menu is truly being dictated by what farmers are doing.

So when Ray called Chris to say that she had 9,000 pounds of organic sweet potatoes, we said we’d buy all of them. And we challenged ourselves to create a sandwich that would celebrate them. And then we found out we could also get local organic cabbage, easter egg radishes, and Shiso.

Enzo came up with this really satisfying, clean, Japanese inspired sandwich. The cabbage and shiso are in a slaw, along with easter egg radishes. My favorite part is the topping: we make these deep fried tempura sesame seeds. And there’s a really savory tamari mayo as a spread. We’re going to be launching this at Kendall today at lunch, and then all other locations at lunch on Wednesday. Come by and tell us what you think.

All the produce in the sandwich is from Next Barn Over in Hadley, and the shiso is from Queen’s Greens in North Amherst. Basically a 100 percent local sandwich (except for the mayo, sesame, vinegar, and tamari).

Read on for nutritional information…

Indochinese outing

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We took the order-takers on a field trip the other night to eat Indochinese food in honor of the Sharan sandwich. Such a fun cuisine. Lots of surprising spice. Lots of red dye.