DIG x Cyrus Veyssi Partner to Launch Persian-Inspired Plate
Georgia Wray Norsten — June 5, 2025 — Social Good
DIG x Cyrus Veyssi offer up a culinary collaboration that brings cultural storytelling to the table. DIG, the fast-casual comfort food chain, has partnered with Persian-American creator Cyrus Veyssi (they/he) to introduce a limited-time 'Sumac Yogurt and Chicken Plate,' available nationwide from May 28 to June 30, 2025. The dish features charred chicken, herb rice, and a Shirazi-style cucumber and tomato salad topped with a sumac-lime yogurt sauce -- flavors rooted in Veyssi’s Iranian heritage.
This partnership reflects a growing shift in creator collaborations toward more meaningful, identity-driven experiences. Veyssi, who shares stories of culture and beauty with over 1.1 million TikTok followers, emphasizes food’s ability to bridge identities and spark connection. In celebration of Pride Month, 10% of dish sales from Manhattan and Brooklyn will support NYC PRIDE, reinforcing the collaboration’s social impact.
Image Credit: DIG x Cyrus Veyssi
This partnership reflects a growing shift in creator collaborations toward more meaningful, identity-driven experiences. Veyssi, who shares stories of culture and beauty with over 1.1 million TikTok followers, emphasizes food’s ability to bridge identities and spark connection. In celebration of Pride Month, 10% of dish sales from Manhattan and Brooklyn will support NYC PRIDE, reinforcing the collaboration’s social impact.
Image Credit: DIG x Cyrus Veyssi
Trend Themes
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Identity-driven Culinary Collaborations — Culinary partnerships are increasingly focusing on cultural storytelling, with creators using their identity to craft unique dining experiences.
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Social Impact Dining Experiences — More eateries are integrating social causes into their menu offerings, aligning food sales with charitable contributions and community support.
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Digital Content Creator Influence — Food brands are leveraging the influence of TikTok creators with large followings to introduce culturally inspired dishes that resonate with diverse audiences.
Industry Implications
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Fast-casual Dining — Fast-casual chains are innovating by partnering with creators to offer limited-time menu items that enhance cultural authenticity and customer engagement.
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Digital Marketing — The collaboration between food brands and social media influencers highlights the growing importance of digital marketing in engaging with broader audiences.
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Charitable Food Initiatives — Restaurants are incorporating charitable initiatives into their business models, often linking specific menu items to social causes and community support.
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