Newcomer to the Atlanta restaurant scene First Watch continued its expansion in the metro area this week with the opening of a restaurant in the Vinings-Smyrna area. The 3,031 sq. ft. Breakfast, Brunch and Lunch restaurant is located at 1675 Cumberland Parkway, Smyrna, in the former J. Christopher’s space at the Ivy Walk shopping center.
The opening of the award-winning restaurant brings the total number of restaurants in the Atlanta area and state to two. In January, First Watch opened a location in Johns Creek Village at 11720 Medlock Bridge Road.
“First Watch is committed to culinary innovation, offering guests unique Breakfast, Brunch and Lunch menu items made from only the freshest ingredients,” said Chris Tomasso, chief marketing officer for First Watch. “It’s clear that Atlanta is going to be a great market for our concept, and we’re confident that it will continue to be well-received as we expand throughout the rest of the state.”
The former J. Christopher’s space was completely remodeled and updated. The new restaurant features a large, covered outdoor patio and an interior design that maximizes the natural light provided during the restaurants’ daytime hours – conveying the warm and inviting personality of the First Watch brand. The design also accentuates an open-kitchen concept, which reinforces First Watch’s honest approach to fresh food preparation.
Every entrée at First Watch is made fresh to order, and the restaurant does not use deep fryers or heat lamps. Guests will find fresh vegetables roasted in-house, French toast batter made from scratch, house-made granola and Muesli cereal, and croutons made using fresh Ciabatta bread.
The menu features traditional favorites and unique specialty items utilizing ingredients such as cage-free eggs, all-natural chicken and organic yogurt as well as locally sourced fruits and vegetables whenever possible. In January, First Watch launched its first-ever winter menu adding superfoods, such as kale, broccoli and quinoa, to two new dishes – the Quinoa Power Bowl and Broccoli and Turkey Frittata. Theses specialty items are rich in protein, fiber, iron, de-toxins and necessary vitamins to sustain a healthy lifestyle and are available through March 3.
A recipient of more than 200 “Best Of” accolades across the country, First Watch is known for delivering an excellent dining experience and fast, friendly service. In addition to serving unique and fresh entrées, First Watch offers its exclusive Sunrise Select™ premium blend coffee made with hand-selected, slow-roasted, high-grown Panamanian, Colombian, and Mexican coffee beans.
First Watch serves its entire menu seven days a week from 7 a.m. until 2 p.m. The restaurant also offers guests complimentary newspapers and free Wi-Fi Internet access.
For First Watch franchise information, visit http://www.firstwatch.com/franchise-overview.htm.
Celebrating its 30th year in 2013, 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, to unique specialty items like the fan-favorite Chickichanga® and Fresh Fruit Crepes. It is currently the largest and fastest-growing daytime-only restaurant concept in the U.S. with more than 100 restaurants in 15 states and additional units under development as part of the Bradenton, Fla.-based company’s aggressive growth strategy.
In 2012, First Watch acquired the two company-owned restaurants of Atlanta-based J. Christopher’s Restaurants LLC – one in Johns Creek and the other in Smyrna. For more information, visit www.firstwatch.com.
