First Watch Bullish on Phoenix

Company to expand local presence and open first restaurant in the Valley since 1997

First Watch Restaurants, the nation’s leading Breakfast, Brunch and Lunch concept, today announced plans to open a fourth First Watch restaurant this summer in the Biltmore area of Phoenix at 3215 E. Camelback Road. This announcement comes nearly 23 years after the opening of its first restaurant in Phoenix and fresh on the heels of the company’s acquisition of The Good Egg’s 20 restaurants in Arizona last year.

“First Watch has had a home in Phoenix for more than 20 years, and we’re thrilled to continue growing in a city that’s so full of rich culture and incredible restaurants,” said Chris Tomasso, chief marketing officer for First Watch. “We can’t wait to bring our fresh design to the area and show our friends in Phoenix some of the exciting new dishes we’ve been working on.”

The new First Watch will open with the restaurant’s latest interior design, which combines farm fresh elements with a more high-energy, urban vibe.

The Biltmore First Watch will offer options from the restaurant’s new Fresh Juice Bar, juiced in-house daily from fresh fruits and vegetables sourced locally whenever possible. The restaurant will also serve the company’s exclusive Sunrise Select Premium Blend Coffee, made from slow-roasted, hand-selected, high-grown coffee beans from mountains across North, Central and South America. The new First Watch will offer healthy, flavorful favorites like house-made granola and salsa, organic greens, house-roasted vegetables and 100% fresh-squeezed orange juice as well as more indulgent, traditional breakfast and lunch offerings.

First Watch made moves throughout the past year to bolster its presence in the Valley by acquiring the three existing Phoenix restaurants from a licensee and through its acquisition of The Good Egg, an Arizona-based breakfast and lunch restaurant company which had 20 locations at the time in Phoenix and Tucson.

First Watch serves its entire menu seven days a week from 7 a.m. until 2:30 p.m. The restaurant also offers guests complimentary newspapers and free Wi-Fi Internet access.

For First Watch franchise information, please visit http://www.firstwatch.com/franchise/.

First Watch specializes in award-winning, made-to-order Breakfast, Brunch and Lunch. A recipient of more than 200 “Best Breakfast” and “Best Brunch” accolades, First Watch offers traditional favorites, such as omelets, pancakes, sandwiches and salads, and unique specialty items like the fan-favorite Chickichanga and Fresh Fruit Crepes. The company was named a 2013 “Next 20” Emerging Brand by Nation’s Restaurant News, a 2014 Top Franchise Value by FSR Magazine, the recipient of the 2014 MenuMasters Award for Best Healthful Innovation for its Quinoa Power Bowl and the 2015 Consumer Picks award for Family Dining. First Watch is the largest and fastest-growing daytime-only restaurant concept in the U.S. with more than 130 restaurants in 17 states. It also operates 19 restaurants under The Good Egg name in Arizona and one Bread & Company restaurant in Nashville with another under development.  For more information, follow First Watch on Twitter, like it on Facebook and visit www.firstwatch.com.