News

Dig Inn drops the 'Inn'

July 17, 2019

After eight years since it first opened in New York City, Dig Inn has changed its name to Dig, according to Founder Adam Eskin.

"While the change merits an explanation, this post isn't about high design, fancy font types or color theory," he wrote in a recent post. "It's about sharing our evolution with you transparently, so as we grow and evolve we don't leave you scratching your head."

By year's end, the chain will have 35 restaurants in three cities, partnering with over more than 100 independent farms and harvesting at least 250,000 pounds of its own organically grown vegetables. Over the next 18 months, Dig will enter D.C.and Chicago, open a full-service restaurant, launch a delivery platform and buy land in Upstate New York to build a training center.

"In short, Dig has become more than a restaurant, Eskin wrote. "It's a shared belief that access to good food — picked recently enough to enjoy its full set of nutrients, carried only as far as it needs to, grown and cooked by first names, and priced to feed a neighborhood — shouldn't have to be a movement, an ethos, a privilege, or even a doubt."

Eskin said the name change was bittersweet because he loved the name he and his team created eight years ago.

"Back in 2011, we chose our name because it channeled our commitment to cooking from scratch," he said. "Dig Inn sounded homey and nostalgic, just like the food we wanted to cook. Still, it's time for us to cut our name in half and drop the wordplay. It's a symbolic gesture, but it reaffirms that, although we're now building something larger than restaurants, this isn't rocket science. It's soil, water, and sun. It's farmers, chefs, and guests. It's just good food."

We'll always be devoted to cooking seasonal vegetables. But this change gives us space to enter the next chapter, while continuing to serve the same sweet potatoes that you know and love."