Conquering the Office Lunch, Using Chipotle's Playbook

Mitchell Costa is standing in the crowded lunch line at Dig Inn for what he admits is his fourth trip to the fast-casual restaurant in about a week. "It's flavorful, the line moves fast, and it's not just a salad," says Costa, identifying what has become the winning formula for a new wave of chains trying to capture a bit of Chipotle's explosive growth. The big drawback with the Chipotle model comes from the minimalist menu: Aside from burrito super-fans, most office worker won't get Mexican multiple times a week. In fact, only 43 percent of Chipotle customers visit more than once a month, according to research from Technomic. Dig Inn has repeat customers coming in four or five times a week.

Haven't heard about Dig Inn? Your office probably isn't located in Manhattan's prime office districts. The chain has opened 11 locations there since 2011, nearly doubling over the past year and planning to nearly double again in 2016. Instead of rice, beans and carnitas, Dig Inn offers sautéed kale, wild sockeye salmon, and other seasonal fare served in something like an American version of a burrito bowl. The server behind the counter asks: grain or greens? Top your pick with a protein—freshly carved steak or charred chicken—and then choose two additional vegetable sides. The menu changes often, but you might find, say, warm Brussels sprouts or a chilled watermelon and mint salad. The Market Plate, as this configuration is known, sells in the $8-to-$12 range.