“We have customers who can barely see over the counter and people in their 70s,” says Allen.

Clover opened its first location in the fall of 2010 on Holyoke Street after the success of its food trucks at the MIT campus.

“I thought this would be a great place for us to test ourselves,” Muir says.

Even established businesses in the Square have used it to test new products and concepts. Au Bon Pain remodeled its location to a marketplace design in January. After the positive feedback from the remodelling, the company is using the prototype to overhaul the entire chain, according to CEO Susan A. Morelli.

Starbucks’ third location in Harvard Square incorporates an innovative two floor design. As a center for coffee enthusiasts, General Manager C. Shane Sykes believes Harvard Square provides a perfect location.

“We truly believe that being able to deliver our coffee here and have a room on the second floor gives a customers a chance to slow down and appreciate the coffee,” Sykes says.

This year has seen the addition of national and small businesses and will continue to transform with the opening of Zinneken’s. While the owners are from Belgium, they believed Harvard Square to be a great location due to the traffic flow and the age spectrum of customers.

“I also think people are looking for something different in the Square,” Ma says.

CONTROL OF THE LANDLORDS

Many property owners with different goals and visions for the Square lease spaces to the 365 businesses currently open in the Square.

Harvard University leases spaces to 36 businesses, including Mr. Bartley’s, Leavitt & Peirce and the Globe Corner Bookstore.

“Our focus is always on small businesses with unique offerings,” says Lisa Hogarty, the vice president for campus services at Harvard. “We really don’t talk to national retailers ever.”

Soillis says he appreciates Harvard for the support they have given him and his business.

The University is not the only property owner of many independent businesses. John P. DiGiovanni, the president of Trinity Property Management and the president of the HSBA board, leases property for Fire & Ice, Dado Tea, several places in The Garage Mall, and other locations throughout the Square.

DiGiovanni’s company considers each shop owner’s business plan, offering for the Square, and strength before accepting their offer.