New York City-based fast-casual restaurant chain Dig has always been known for focusing on seasonality, at least when it comes to its bowl- and salad-focused menu.
But now, chief marketing officer Jessica Serrano — who was promoted to the role in June after joining Dig in 2022 — is playing up seasons in the brand’s marketing strategy as well.
“Historically, we always talked about the seasons in terms of literally what’s growing in the ground — and that’s always going to be a part of our ethos,” Serrano, left, said. “But we also want to recognize what’s going on in [consumers’ lives] during the season.”
That vision came to life with a July pickleball event in Brooklyn, N.Y., to promote Dig’s new summer menu.
“We know that our guests are enjoying activities like pickleball, especially post-COVID, so we wanted to play into that notion of ‘summer is served’ … and [have them] come and pick up the game of pickleball with us,” Serrano said.
The event included free pickleball lessons and court times, plus giveaways and plenty of menu samples.
It was “a great way to spend time with Dig fans,” she said.
Earlier this year, when Dig was first introducing crispy chicken as a protein, Dig hosted events in multiple markets to teach guests how to make the protein themselves, even sending them home with Dig’s breading.
“We want to share our love of cooking [so much] that we’re even willing to show you how to make it,” Serrano said.
This summer’s menu is full of what Serrano called “new, unexpected innovations” for a chain known for its build-your-own-bowl lines. Now Dig is building on that, expanding a line of sandwiches first introduced in the spring. A crispy chicken sandwich was added in April, and, following “really, really fantastic feedback,” the lineup now includes a Nashville hot flavor as well as crispy tofu options.
Although the sandwich is primarily selling during lunch hours, like many healthful fast-casual chains, Dig is emphasizing the dinner daypart.
“We are very intentionally pursing dinner,” Serrano said. “We actually kind of introduced the concept of eating dinner for lunch [with] heartier solutions. … We’ve been really intentionally communicating the benefits of Dig for dinner as well as for lunch.”
Other new menu items lean into summer barbecue flavors, including roasted street corn and picnic slaw with shredded cabbage and carrots.
Serrano said that while Dig’s original consumer base in New York still prefers the build-your-own bowl options, guests in the chain’s newer suburban markets like the pre-designed menu items. Dig also offers a Family Dinner option designed to feed four, which is doing well in suburban areas like Stamford, Conn., and Bethesda, Md.
Contact Leigh Anne at [email protected]
