Tracy Kim

Tracy Kim is the Chief Executive Officer of Dig Inn, a fast-casual restaurant chain based in New York City. She was appointed to this role in April 2023, having previously served as the Chief Operating Officer since 2022. Kim succeeded Adam Eskin, the founder of Dig Inn, who transitioned to the position of executive chairman.12

Background and Education

Tracy Kim holds a bachelor's degree from Stanford University and an MBA from Harvard University. Before joining Dig, she accumulated extensive experience in both the consumer goods and technology sectors. Her career includes significant roles at General Mills and Weight Watchers, as well as serving as CEO of Aaptiv, a mobile fitness app.13

Leadership at Dig

Under Kim's leadership, Dig has shifted its focus from primarily serving urban office workers to expanding into suburban markets and diversifying its meal offerings to include dinner options. This strategic pivot aims to attract a broader demographic, including families and residential customers.12 Kim emphasizes a "people-first" approach and aims to enhance operational efficiency while maintaining high-quality service.2

Vision for the Future

Kim's vision for Dig includes not only expanding its geographic footprint but also enhancing the dining experience with more "experiential" elements, such as table service and a refined menu that includes items like a beer and wine program. She is actively involved in community engagement and marketing efforts to raise brand awareness and adapt to changing consumer preferences post-pandemic.23

In summary, Tracy Kim is leveraging her diverse background in consumer goods and technology to lead Dig Inn into a new phase of growth and diversification, focusing on both operational excellence and customer engagement.