Home Foodservice Dig opens innovative concept in NYC

Dig opens innovative concept in NYC


Dig, a vegetable-focused, multi-format restaurant group, has opened a location, Dig on 4th, at 127 4th Ave. in New York City, according to a press release.

The restaurant is an innovative concept designed to maintain frictionless convenience while introducing features that cater to customers who have the flexibility and desire for all day dining.

The first of Dig’s restaurants to debut a new counter order format, Dig on 4th offers casual, bistro-style dining. The kitchen is led by Frank Montero, previously of Daniel Rose’s NYC restaurant Le Coucou. Dig’s long-term goal is to bring this format to mixed residential and suburban neighborhoods across the U.S.

Dine-in guests at Dig on 4th order from a counter and have food brought to them in cast aluminum vessels, ceramic bowls, and “old school” fry baskets; beer, wine, and cider will be offered under an Always On Happy Hour. Dig is also piloting a tipping option to help increase staff wages.

The Dig on 4th menu offers a mix of Dig favorites and new dishes such as a Meatball Parm Sandwich, Broccoli Melt, Chili Crisp Tofu Bowl, and Buffalo Cauliflower Bites.

Dig was founded in 2011 by Adam Eskin.



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