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.

How many fields of parsnips do you want me to plant this year?

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That was a question Michael Docter of Winter Moon Roots asked us when we were at the farm early this fall.

Now those parsnips have been harvested and brought to Clover. Our first buy was 1600lbs, and we’re placing another order this week!

If you’ve never had a Winter Moon parsnip, they are unlike anything you’ve ever had before. These are Spring parsnips, which means they’ve spent a winter under the snow. Their starches have converted to sugars, so they are really sweet and a little bit spicy. They are the first thing to come out of the ground after winter.

PARSNIP MANIA AT CLOVER STARTS THURSDAY

Parsnip Sandwich (Spring onion chow-chow, Grafton Cheddar, mayo, roasted warm parsnips, young spinach)
Parsnip Pear Soup
Parsnip Spinach Salad
Parsnip Lemonade (free samples anytime, trust us, this does taste good!)
Parsnip Soda (same deal, this actually works as a soda!)
Parsnip Fritters after 3pm

What’s the craziest thing you’ve used your lab notebook for?

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I found this in my basement the other day. We’re playing with ideas to improve our training, especially for managers. That’s because we’re on a hiring binge right now. (If you think you’d be a great fit please apply now).

So one of the things we talked about was bringing the “lab” aspect of what we’re doing to life for new managers, many of whom have never really run experiments. I thought I remembered a lab notebook from early days and here it is. Ground zero Clover.

This one literally has recipes, data from early operations (e.g., how many sandwiches we sold in a day), customer names and email addresses for early customer research, ideas for operational improvements, flow charts and floorpans.

I used these for everything when I worked with a lab coat every day. Do you guys still use stuff like this? Has it gone electronic?

So we’re thinking to hand a Clover-branded notebook to all new managers and explain how to run (and record) experiments. I think it’s going to be amazing.

What’s the craziest thing you’ve ever done with a lab notebook?

 

Backyard Farms Tomato Tasting 4/9, 10am-2pm, CloverKND

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Backyard Farms folks will be in the house on Thursday during lunch. They’re going to bring samples of tomatoes (including a new pink variety they are experimenting with).  Sign up here, or just stop by Thursday. We’ll be launching the Maine Winter Tomato sandwich featuring Backyard Farms tomatoes, sriracha mayo, and Ironbound Island Seaweed.

So much Clover in 2015

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I’m back.

This isn’t the first time I disappeared for a while. Sorry everybody. So much is happening right now and I’ve done a terrible job making time for writing.

So much is happening right now, and that picture you see above, CloverHFI in construction, anchors that list. We have an official open date now: 22 April, 2015. That’s less than 1 month to 24 hour Clover. Less than 1 month. I’ll post a bunch on this in the coming days. In the meantime if you want to be part of this little revolution in Cambridge you can apply for a job at Clover. We have an amazing GM and Assistant-GM for the restaurant and we’re in full blown hiring mode right now.

What else? Whole Foods is on. We’re in the final stages of figuring that out. So soon you’ll be able to buy Clover at Whole Foods in the prepared foods section, and in time you might find a Clover restaurant inside a Whole Foods. Crazy, right?

We’re about to bake our own bread. Single largest improvement to food quality since we opened day 1. We bought the oven for pita making and spent 18 months (and too much money) making it OK for use in Massachusetts. This will fire up in about 1 month. More to come.

Newbury is going to happen. I know, I’ve been saying that for 3 years, but we have reason to think we’re close. A reason that looks like a building permit. Hang on.

Trucks are re-launching. Keep an eye out for a full schedule.

We’ve been invited to work with the Red Sox to kick off some street vending at Fenway. Really fun short term project.

We’re in the planning stages for a restaurant in Copley Square. Later this year.

We’re about to close a little bit of funding that was unexpected. This means we might have a truck in DC as soon as this summer. Sean, who has been coming up every week for 9 months to learn Clover can’t wait to go home and build us there.

We’re growing our team. I haven’t introduced Dave yet I don’t think, but will shortly. He’s our new VP of Operations, and he started in January. We couldn’t be happier, he’s just amazing and is going to do incredible things at Clover.

We just hired a Sr. Accountant. We’re searching for a VP of Finance. Bar is high for this hire. If you know somebody or are somebody with amazing experience at big firms and operating companies, a CPA, and love Clover let us know.

I’m just about done with a project that completely re-wrote the POS. Totally new ground up. It’s about to launch and will make Clover much better.

Some skunk-works projects I can’t really talk about because they involve others who wouldn’t want publicity yet.

So a lot is going on. I’m going to figure out how to add daily writing to the list. Seriously. It’s been too long.

New fruit salad coming Thursday 4/2

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We launched fruit salad in February, and we promised we’d be changing the recipe every few weeks.

Chris was thinking about how well lemons and poppyseeds pair together.

Coming on Thursday: pineapple, kiwi, Hadley hakurei turnip, lemon, honey, and poppyseed. Want to make it at home? Here’s the video we are using to train our staff. If you try it at Clover this week, use this space to give us your feedback.

 

Hakurei turnip sandwich launching everywhere 3/26

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March and April is a tough time for local food in our region. Luckily we have people like Michael Docter, who know exactly how to harvest and store winter roots so they taste even more beautiful than they did the moment they were harvested. The barn at Winter Moon Roots is carefully controlled for humidity, and cooled by the winter air.

Chris just bought 1200 pounds of hakurei turnips and 500 pounds of carrots from Michael.

Tomorrow we launch the Hakurei Turnip Sandwich using Michael’s turnips and carrots. If you haven’t had it yet, it has a togaroshi mayo, roasted hakurei turnips, a carrot miso salad, and shoyu-brined fried onions.

Here’s nutritional info for this sandwich: Continue Reading →

UNFI is out of wheat gluten, no BBQ sandwiches or platters

UNFI is back-ordered on vital wheat gluten, which is what we make our seitan out of. This has never happened before!

But instead of reducing our total sandwiches down to 4, we’re going to play around with something we’ve been wanting to try for a while: we’re going to work 3 seasonal sandwiches onto the menu! We’ll have the Enzo, the Venezuelan Plantain, the new Hakurei Turnip, and (if you’re an MIT truck customer in the know), the Brussels.

The BBQ will be back at the end of next week.

Hadley Hakurei Sandwich, testing today at Kendall

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Michael Docter grew beautiful hakurei turnips at Winter Moon Farm this year. This is a Japanese variety of turnip. It’s so sweet and crisp that it doesn’t even need to be cooked. When Chris and I visited the farm in November, we were eating them straight out of the field.

We put out a call at our Food Dev meeting for a turnip sandwich. Ben, a new assistant manager in the kitchen (who came to us after working at Rendezvous) came up with a recipe for a sandwich… before he had even started work! We ran it through a few Food Dev meetings and came up with a version we’re testing today on customers at Kendall.

It has a togaroshi mayo, roasted hakurei turnips, shoyu-brined fried onions, and a fresh carrot miso salad made with Michael Docter carrots. We’re testing it at lunch at Kendall today. If you’re one of the 100 people who got a sandwich today, please use this space to leave your feedback.

Enzo sandwich, playing for the next 2 weeks

Enzo, The sandwich

The Enzo Sandwich is live! This was the first item Enzo ever developed at Clover.

It started as a Southern Italian salad that his family would make once a week.

We tried it first as a salad, but the potatoes weren’t good served cold. Then we developed a sandwich that incorporated all those elements. The sandwich has a pepper spread, fried eggplant, sharp provolone, fried potatoes, and fresh parsley. It’s filling. Enjoy.

 

 

3pm: Fried Grillo’s Pickles

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When we opened up the HUB in 2012 we created a tiny space that we envisioned as a space for pop-ups. Our first tenant was Grillo’s Pickles, and they ended up staying for 3 years!

Grillo’s is on their way out, which means two things. 1. The space will have some interesting stuff happening over the next few months. 2. Travis gave us a parting gift of these awesome pickles. We’re beer-battering them and frying them up as a 3pm special. We’re serving them with caper mayo sauce.