Dig hires Tracy Kim as COO

Kim comes to the vegetable-focused, 30-unit chain from fitness app Aaptiv.
Photo courtesy of Dig

Vegetable-centric chain Dig this week named Tracy Kim as its new COO.

Most recently, Kim served as CEO of mobile fitness app Aaptiv, and she has also held multiple leadership posts at Shutterstock.

At Dig, Kim will oversee restaurant operations, product and technology development, procurement, labor, and support operations, the chain said.

Tracy Kim, Dig's COO

Dig COO Tracy Kim / Photo courtesy of Dig

Dig was founded in 2011 as Dig Inn, a fast-casual concept. It has since grown to about 30 units, operating in multiple different formats, including a new all-day café called DIG on 4th.

“I’ve been a big believer in Dig's mission to help rebuild the food system through vegetable-forward cooking, responsible and thoughtful sourcing and intentional community-building,” Kim said in a statement. “It brings me great joy to serve every guest and employee with the Dig experience as we expand in current and future markets.”

Last October, Dig announced a $65 million fundraising round, supported by new investors including the Kitchen Fund and previous investors, such as Danny Meyer’s Enlightened Hospitality Investments. In 2019, Dig received a $20 million investment, led by Meyer’s group.

With the investment, Dig has opened locations temporarily closed during the pandemic and has expanded to new markets, including New York, Pennsylvania and Massachusetts. The chain’s menu focuses on “vegetable-forward” dishes such as a seasonal Asparagus Kale Caesar salad and customizable bowls.

Dig has said it plans to double its unit count over the next three years.

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