Dunkin' was more than doughnuts. Jamba was more than juice. And Dig Inn, by lopping off the "Inn" in its name, is signifying that it’s more than a restaurant.
Adam Eskin, the founder and CEO of Dig (née Dig Inn), announced earlier this week the company's name change in a post on publishing platform Medium.
"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. So, today we're making a transition that reflects the full scope of our ambitions by officially changing our name to Dig."