Clover Food Lab: Sustainability as Competitive Advantage
(8 pages of text)
By July 2012, the founder of Clover Food Lab (Clover) had created a profitable business that served locally sourced, organic, vegetarian fast food. Over the course of four years, Clover had grown from one food truck parked on the Massachusetts Institute of Technology (MIT) campus in Cambridge to five food trucks and two brick-and-mortar restaurants in the metropolitan Boston area. With loyal customers advocating for the brand, the CEO knew that his company was well positioned for continued growth. He dreamed of turning Clover into a global fast-food provider, capturing enough market share to compete directly with international fast-food chains like McDonald’s. In 2014, he considered expanding his company into a new market and wondered whether Clover’s vision and operations could be duplicated.
The goal of this case is to encourage students to think strategically about acquiring new customers and developing brand advocates within a competitive industry while embedding social and environmental values into the value chain.
Accommodation & Food Services
United States, Medium, 2014
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