Clover Case Study Summary

1.Summary: An overview of Who (the company/org and key players); What (they did), Where (location; national/regional impact), When (time line) and How (their approach).

Ayr Muir, the founder of Clover food truck, started a local vegetarian food truck in July 2012. The food truck made its first debut on the Massachusetts Institute of technology (MIT) campus in Cambridge, Massachusetts. In just four years, Clover had grown from one food truck to five food trucks, and it has opened two brick-and-mortar restaurants in Boston metropolitan area. His goal is to make Clover to become a global fast-food provider and compete with fast-food giant franchise such as McDonald’s. Muir provide customers with tasty local organic fresh food that meat eaters would also be willing to purchase.

2.The Challenges: Include

He remembered his business school professors’ idea of: “brands are what customers perceive them to be, not what the company thinks they are”. As a result, he started to develop good tasting products. Muir hire Rolando Robledo, who is a culinary professor and a former Michelin star restaurant chef, to design a meat free menu that would appeal to vegetarians and to meat eaters. Clover acquired its first customers through its food truck on the MIT campus, by having mouth to mouth promotion, the company grew organically since then. Food truck proved to be successful and inexpensive strategy to launch a food business.

• Ingredient sourcing: Muir began to build relationships with local farmers, brewers and coffee roasters and

• Growth Strategy: Muir hires executives that could guide Clover’s expansion. Muir hired John Lee as Clovers CFO and Megan Pillegi as Clover’s Human Resources Director.

• Talent Management and Training: Clover created a series of YouTube training videos that detailed the ingredients and processes for making the items on its