Staffing

Dig hires COO

DIG, a vegetable-centric, multi-format restaurant group, has hired Tracy Kim as COO. Provided

June 6, 2022

DIG, a vegetable-centric, multi-format restaurant group, has hired Tracy Kim as COO. Most recently, she was CEO of Aaptiv, a fitness mobile app, where she brought the company to profitability which led to the successful acquisition by PEAR Sports in 2021, according to a company press release. Prior to joining Aaptiv, Tracy held numerous executive positions during the early stages of Shutterstock, including leading growth strategy initiatives, HR and ultimately chief of staff to the CEO.

"After being a devoted DIG customer for years, I'm thrilled to be joining this authentic, inspired and talented leadership team," Kim said in the release. "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. It brings me great joy to serve every guest and employee with the DIG experience as we expand in current and future markets."

In October 2021, DIG announced its series F raise of $65 million in a round supported by existing investors including EHI (the fund affiliated with Danny Meyer's Union Square Hospitality Group), Monogram Capital Partners, and Avalt, as well as new investors Kitchen Fund, Eminence Capital, LP and Inherent Group. The funding round has enabled DIG to re-open locations temporarily closed due to COVID-19, as well as expand its footprint in established and new markets, including New York, Pennsylvania and Massachusetts, with the goal of bringing its total restaurant count from 30 to 60 over the next three years. In April 2022, DIG began offering a four-day workweek schedule option to all hourly restaurant employees in a move that is, to their knowledge, the first and largest of its kind in the restaurant industry.

In the near future, DIG will debut kitchen technology innovations and new formats to enable and empower people, instead of replace them. One such program is already taking shape at DIG on 4th, the team's latest venture that opened inMay 2022 in Manhattan's Union Square and combines the best of their quick-service, full-service, and delivery capabilities to provide an entirely new dining experience, according to the release.