“Daytime Café” to open first Knoxville location in the fall of 2013
Award-winning Breakfast, Brunch and Lunch restaurant First Watch today announced plans to open its first Knoxville restaurant this fall in Turkey Creek. The new 3,853-square-foot restaurant will be located near the Publix Super Market on Parkside Drive.
The First Watch restaurant will be operated by Knoxville-based Capstone Concepts, LLC as part of a multi-unit franchise agreement to open a total of eight restaurants over the next five years in Knoxville, Chattanooga, Bristol, Kingsport, Johnson City, Asheville, N.C., and Bowling Green, Ky. Capstone currently owns and operates restaurants in Tennessee, North Carolina and Kentucky.
“We’re excited about offering people in Knoxville a great new dining choice in First Watch,” said James Geib, chief operating officer for Capstone Concepts. “Even as the West Knox location begins serving customers, we will be finalizing locations for others, both in Knoxville and the other markets where we plan restaurants.”
As part of learning every aspect of First Watch, both Geib and Nadim Jubran, one of the owners of Capstone Concepts, will begin an intensive 10-week training period in Nashville and Cincinnati.
First Watch is known for delivering an excellent dining experience and fast, friendly service. A recipient of more than 200 “Best Of” accolades in markets across the country, the restaurant features traditional favorites including pancakes, omelets, salads and sandwiches, as well as signature specialties such as the Chickichanga, Healthy Turkey Omelet and Fresh Fruit Crepes. All menu items are freshly prepared to order and the restaurant does not use deep fryers or heat lamps.
In 2011, First Watch opened its first company-owned restaurant in Tennessee with a location in Brentwood. More recently, plans were announced to open a restaurant in the Cool Springs community of Franklin, Tenn., later this year.
“With a proven operator like Capstone Concepts, we expect First Watch to become the Breakfast, Brunch and Lunch destination for families across the Knoxville area,” said Kevin Hall, vice president of franchising for First Watch. “Knoxville is a natural fit for our dining concept, especially given our presence in Nashville and Atlanta, and we couldn’t be more excited to have a partner like Capstone leading the way.”
The Turkey Creek First Watch will feature a 900-square-foot patio and an interior design that maximizes the natural light provided during the restaurant’s daytime hours – conveying the warm and inviting personality of the First Watch brand.
In addition to serving unique and fresh entrées, First Watch offers its exclusive Sunrise Select Premium Blend Coffee. The special blend is made from slow-roasted, hand-selected, high-grown Panamanian, Colombian and Mexican coffee beans.
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.
The Turkey Creek First Watch will employ approximately 25 people.
For First Watch franchise information, visit
First Watch has specialized in award-winning, made-to-order Breakfast, Brunch and Lunch for 30 years. 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. For more information, visit www.firstwatch.com.