Posts tagged Brand

That electricity in the air

2 August, 2016: I was hoping this wouldn’t happen, but also knew that it was only a matter of time. The original Clover Food Truck, the CloverMIT truck is closing. Customers will have to go 100 feet down the street to CloverKND for their fix starting this coming Monday. That picture above is from June 2009. That was the first… Read More

Azore Island Fig Trees

28 July, 2016: There are fig trees in my office because my Great Great Grandfather missed the Azore Islands. My Grandfather on my dad’s side grew up in New Bedford, MA. His Grandfather was from the Azore Islands. And he missed figs like nothing else. Maybe I have a deep love of food in my genes. But don’t we all? My Grandfather… Read More

Strong enough for a man, made for a woman

26 July, 2016: The other night I woke up with this ad pitch in my head: “Strong enough for a man, made for a woman.” A child of the 80s I don’t know how many times I had this drilled into my mind. And it was the middle of the night, at age 38, that I first realized it’s a nasty… Read More

Clover website refresh

12 July, 2016: I’ve been working on a new version of our website. It’s a bit scary, because what we’ve been doing works so well for so many of our goals. But We’re excited to move forward. I thought I might open up this process a bit. We’ll start with a very crude mock-up I made a few weeks ago.… Read More

“We’re going to do something nobody does” What do you mean?

13 June, 2016: I was talking to Ethan, who leads our technical development, and he said something that jumped out at me. He said we’re going to do something nobody does: show pictures of our actual food. I didn’t know what he meant. He said the way we’re going about this is that we’re having Brett (some of you may know… Read More

What is composting?

9 June, 2016: OK, I’m in a better mood today. But still posting pictures of trash. Sorry, we’ll get back to edible food soon. But I think part of this effort is sharing the raw reality of building a business, and I think this topic is super important to share with everybody. So many folks have been reaching out regarding… Read More

Death of composting

3 June, 2016: Yes, to take that picture I had to stick my phone in a trashcan, or more specifically a compost bin. I’m trying to keep my cool but I’m not doing a very good job of it. Savethatstuff, our composter, is not composting all of the compost they pick up from our restaurants. And they haven’t been for… Read More

CloverWST opening Weds, May 4, inside WFM Westford

28 April, 2016: We’ve always thought that Clover should exist in lots of forms. Clover vending machines. Tiny Clover drive-thru-restaurants. And small Clovers within other operations. We’ve been planning a little surprise with Whole Foods. As you might know, we’ve been selling grab-and-go products in 4 Whole Foods Markets around the city. The goal all along was to have a mini Clover… Read More

From the archives

Fresh paint, brown butter, and bright lights

4 February, 2016: Day 2 here at CloverDTX. I walked in this morning at 6:10am. Jasper and team were already well into the pre-open routine. They are moving quickly, laughing here and there. There is still a light smell of new paint. Not offensive, sort of nice. And the popovers are just going in the oven, you melt the butter just to the edge… Read More

From the archives

DTX is alive. And it feels like home.

3 February, 2016: Wow all. This has been an amazing 72 hours or so. We’ve learned a lot from our past store opens and I think we’re improving a bit. We started out with a casual open house Monday morning that drew more than 400 people. We were stunned. Then our Pay What you Want soft opening yesterday helped raise nearly… Read More