What elements of Clover’s approach would be transferred to the new operation in DC

Clover’s mission and philosophy was to make food that customers loved - the kind that they talked
about and looked forward to eating. The founder was motivated to reduce meat in the American food
industry by serving healthy fast food that was fresh, locally sourced, eco-friendly, efficient to prepare
and completely free of meat and preservatives.

Clover had developed this identity of fast fresh food and as it expands beyond Boston into DC, there are
some elements that it needs to carry over to maintain brand consistency. Clover had a unique culture of
local experimentation and customer engagement, it sourced 40 to 85% of ingredients locally and
everything was prepared fresh – no freezers or preservatives were used. We believe this is critical to
their Clover’s identity and should not be compromised as it starts out in DC.

Another element that was central to Clover’s strategy was its engagement with its customer base,
Clover encouraged feedback both in person and online. Clover should continue to adopt this strategy
and continue to get real-time feedback from customers in the DC area. Also, constantly changing its
menu day-to-day to stay allowed Clover stay in sync with the best tasting seasonal ingredients and
achieve its intended “wow” factor for customers, it was able to achieve this by hiring a top chef to
manage recipe testing and menu development. Hiring the top chef also helped in creating awareness
and drew long lines of customer in its opening week. Clover can replicate the same in the DC area, and
hire a top chef know in the DC area to capture the initial customer segment.

Lastly, efficiencies gained from leveraging technology to improve speed in receiving and processing
customer orders could also easily be transferred to the new operation in DC to allow for a much higher
operational efficiency from day one.