In 1983, Ken Pendery and John Sullivan saw an uncharted niche — restaurants focused on breakfast, brunch and lunch, rather than the traditional lunch and dinner. The two devised a concept with a menu that highlighted healthy foods, locally grown as often as possible. More than 20 years later, First Watch has grown to nearly 130 locations in 17 states, and is the recipient of more than 200 “Best Breakfast” and “Best Brunch” accolades. Named after the nautical term that refers to the earliest shift of the day, First Watch is open from 7 a.m. to 2:30 p.m.
“URBAN FARM” DÉCOR
First Watch locations pair industrial elements with reclaimed wood and natural light.
“When we come into a [shopping] center, we provide some vibrancy during hours when the center tends to be quiet,” says CMO Chris Tomasso. “We’ve found co-tenants, landlords and developers like us being there because we help drive business early in the morning.”