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.

You’ll never taste this salad, and that’s a good thing

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It’s heading to the grave of good ideas that just don’t scale up.

I made this amazing salad with ingredients from the Union Square Farmers Market. I wanted to build the salad around Fiore di Nonno string cheese. They make this unbelievable braided string cheese studded with nigella. It’s nothing like the string cheese from the supermarket. I cut cucumbers from Kimballs Farm and cilantro from my friend Steve Parker of Parker Farms. I dressed it simply with olive oil and cider vinegar.

Everyone loved it at the food development meeting, but when we put it into production and scaled it up, something just didn’t work. The cucumbers held up really poorly, and got all limp and tasteless. It tasted like one of these Greek salads you get at pizza places. But I’m not giving up on a salad that features this amazing cheese. My next version is going to have matchsticks of summer squash, which we’re thinking may hold up better than the cucumbers. Stay tuned!

Mayo Tasting

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Ali’s the only vegan in our Food Development meetings, but she never makes a big deal out of it. However, I think this moment had to be a proud one for her.

You may remember we’ve been opposed to veganaise for a long time. Ayr and Rolando tried it back in the beginning, along with vegan cheese. And there was never a vegan mayo that could hold up taste-wise to regular mayo.

Fast forward to 2014, and there might be something on the horizon to change our point of view. At our last Food Development meeting, we did a side-by-side tasting. Chris made 2 Clover potato salads, one with Hellman’s and one with Just Mayo, a new product Whole Foods has been using. Since Ayr was leading the tasting, we did this totally scientifically. 6 tiny portions of potato salad, Hellman’s and Just Mayo, mixed up on a tray. Megan and I each randomly grabbed 6 of each and had to place them in 2 columns: Hellman’s and Just Mayo.

We each got 3 right and 3 wrong. We had no ability to distinguish a difference. And I am a proud lover of mayo. What does this mean? We may consider using Just Mayo for items in which there is no distinguishable difference.

Summer salads

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We have a ton of summer salads rolling out of the kitchen. This is such a fun time of year for us. Everything is starting to come out of the ground and it just starts to feel electric in the kitchen. This is a picture I snapped the other day of one of our bean salads. I love 3 bean salad. I used to have that in Michigan with my Grandma in the summertime.

We do food development meetings every Tuesday afternoon, 3pm. And they’re open to the everyone. If you have a recipe you think we should try shoot it our way or come on by with something to taste. In turn we’ll let you in on our tasting which usually involves some new sandwich ideas, beer, coffee, salads, sodas, etc. Hope to see you there.

3pm special: Zucchini Fritters

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Local zucchini is in! Look out for it in a raw zucchini salad and in our current 3pm special.

We’re grating up zucchini, frying it in a batter, and tossing with cinnamon and sugar. These fritters are pillowy and light, and if you are a parent of a child who is afraid of zucchini, this may be the perfect introduction.

Come on by after 3pm at the restaurants – and at CloverPRK for a taste.

Lorraine’s Salad

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Lorraine is an intern from Babson College working with Megan on HR projects. Part of her internship is that she gets to attend our Food Development meetings. After a few meetings, she came up with a salad. Shredded broccoli, beets, carrots, white balsamic, lemon juice, olive oil, shallots, cashews, raisins, brown mustard.

We don’t send just any salad out to customers. First, we have to think it tastes really good. We liked Lorraine’s salad enough to send it to you guys. This will be rolling to locations next week, with some slight updates (we’re thinking chives will add a really nice bite.)

If you see Lorraine tell her congrats! If you want to intern at Clover, head over to our Careers page.

 

Are we employing more hens than people?

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Since we started Clover, we’ve gotten our eggs from Chip-In Farm in Bedford, MA. We love these eggs because we can visit the farm any time. And more importantly, because we can get them within days of being laid, as opposed to grocery store eggs that may be up to 90 days old. (You can tell they’re fresh because they’re a pain to peel. )

You’ve been eating Chip-In eggs if you’ve had the breakfast sandwich, or popovers, or Egg+Eggplant sandwich or platter at lunch. They’ve got beautiful yellow yolks.

We’ve been running up against supply issues. Chris was talking to the farmer. And he shared this crazy statistic. We’re now going through 5100 eggs each week. Chip-In has added more henhouses. But as we get bigger we’re going to need to search for a second egg supplier. We’re considering a place called Nellie’s Nest that combines eggs from many small family farms. And there’s a place called Pete and Jen’s that’s pretty expensive.

Intelligentsia Coffee: Finca Matalapa

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The red fat bag is back, and I’m really happy. Like all Intelligentsia coffees, this Finca Matalapa smells incredible whenever I open the bag. It’s from El Salvador, in a microclimate where mountains intersect with the Pacific Ocean.

Ayr and Rolando visited Intelligentsia’s LA roastery back in 2010 on the first-ever Clover culinary trip.

TRIVIA: What did the folks at Intelligentsia tell Ayr and Rolando about adding dairy to coffee? I’m looking for an exact quote here. I’m working Clover Burlington this morning, come say hi. Tell me the answer to this trivia question and I’ll buy your cup.

Congratulations Bryan and Mystic folks!

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That’s Bryan of Mystic Brewing. When we first brought Mystic to Clover (I think it was 2012), Bryan couldn’t even supply us with enough kegs to get us through a full week of service. It was a small operation, if I remember it was just Bryan and one other.

Last month, Bryan asked us if we’d bring the truck to serve food at the opening of Mystic’s taproom in Chelsea. They have growlers, bottles, and some secret guest beers that you can only enjoy at the bar. You can buy full pours rather than just tastes.

We returned to get beer for our respective Fourth of July celebrations. It was really amazing to see the place buzzing, tons of employees, already a few regulars sitting at the bar. Congratulations, Bryan. We can’t wait to see what the next two years holds!

PS: If you’re looking for something fun to do this weekend, go visit Mystic! It’s located at 174 Williams Street, Chelsea. Hours are 11-9pm Wednesday through Saturday. And the growlers are cheap.

Shiso Lemonade

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Queen’s Greens is one of the farms that drops off farmshares at Clover. Danya and Matt specialize in greens.

One of the benefits of our farmshare program is that we get to know some of these amazing small farms.  Whenever any of them have a bumper crop, they can sell it directly to Clover and utilize an existing weekly delivery without having to go through a middleman.

Danya told Chris that she had some amazing Shiso. Have you tasted this herb? It’s got a crazy flavor. Like a liquoricey-grapey-basil. We’re making lemonade. Check with your nearest Clover to see if they made Shiso Lemonade that day. The really amazing thing about Shiso is that the leaf is half magenta and half green, and that shows up in the final lemonade. It’s magenta with a green rim on top.

Big great bread disaster

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Yesterday we had the 3rd great bread disaster of Clover’s history. Our baker sent us bread that was undercooked and we didn’t catch it early enough. The bread was doughy on the inside and flat, not fluffy as our bread should be. Chris sent a note to all managers, we sifted through the bread pulling the stuff that wasn’t right, compost cans filled up, lines grew. Hopefully we didn’t let too many bad ones get past us before we noticed the problem. The picture above is from a test sandwich I ate with the undercooked bread. We shut locations down early when they ran out of bread. We moved to platters only at some of the restaurants.

Nothing about this was fun. But I’m proud of how our team handled everything. Going forward we’re going to institute a procedure where we test all incoming bread with multiple samples. But the real solution is for us to get our own oven online. We’ve been working at this as hard as we can for over a year and still haven’t gotten Massachusetts to allow it yet, but we’re close.

This kind of situation is really hard to handle. How do you keep customers happy when you don’t have what they want? (a sandwich) How do you make the hard decision to throw away sales and product because it’s not good enough? It’s hard to risk the temptation to just move ahead and hope nobody notices.

This all got me thinking. As we grow in size we’re still going to make mistakes. And some of them will be costly. And talking about those mistakes in some ways will be increasingly radical. Not many small companies talk about their mistakes openly, but do any large companies do this?

If you had a sandwich yesterday (7/11/14) that didn’t live up to your expectations please let us know and we’ll make it up to you.