June 17, 2009

Press

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A bunch of you have asked why we don’t make a big deal about the press we’ve been receiving, and why there hasn’t been a mention of any of it here on the website.

The truth is we needed some time to sort out our conflicted emotions regarding the recent coverage. You see we actually told some of those reporters to go away, that we didn’t want stories. We’ve turned away TV cameras. And we’ve had other reporters jump through hoops — the work-a-full-shift-on-the-truck kind of hoops. But they’ve written anyway.

So what’s wrong with us? We’re set on building a company that’s going to be around 10, 20 years from now. This means developing meaningful relationships with our customers and fostering a community around the Clover truck (and in the future stores). We’ve built this company by word of mouth, friends bringing friends to try our food. And we like that. We like the intimacy, the local-ness, the community that develops. These aren’t served by the food snipers who cross the city to check out what the buzz is about.

And as you know we’re doing our best to keep up with the traffic we have. Heck, today we were serving an average of almost 3 customers per minute. So we can’t really absorb a ton more demand right now.

That all said, we want to share this great thing called Clover with everybody. So a big unqualified welcome to those of you who wouldn’t have found us without the help of the Wall Street Journal, or the Boston Globe, or Boston Magazine, or Stuff, or WBZ, or any of the other places we’ve been featured. Say hi when you come by, and we’ll do our best to remember your name when you come back.

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