Insider Q&A: CEO of fast-growing First Watch keeps the focus on breakfast
A U.S. restaurant chain that only serves breakfast, brunch and lunch is keeping its original recipe for success as it evolves in response to changing work patterns
By DEE-ANN DURBIN
Published - Mar 18, 2024, 06:09 AM ET
Last Updated - Mar 18, 2024, 06:09 AM EDT
First Watch, a restaurant chain that serves breakfast, brunch and lunch, is rising – and shining.
The Bradenton, Florida-based chain, known for its fresh, seasonal ingredients and made-to-order menu, is one of the fastest-growing in its category in dollar sales and unit growth, according to market research firm Technomic.
Two restaurant veterans who were tired of working late nights launched First Watch in 1983 in Pacific Grove, California.
“So many concepts are devised in a boardroom or something like that. This was the complete opposite,” CEO Chris Tomasso said. “This was a bunch of guys who really wanted to be home every afternoon so they could golf.”
