First Watch Restaurants Targets Birmingham for Expansion, Seeks Franchisee

First Watch Restaurants Targets Birmingham for Expansion, Seeks Franchisee

Bradenton, Fla.-based Breakfast, Brunch and Lunch restaurant First Watch is looking to expand even further in the Southeast, and company executives have begun interviewing multi-unit franchisees to open restaurants in the Birmingham, Ala., market.

With 30 years of industry experience, First Watch is the largest and fastest-growing, daytime-only restaurant concept in the U.S. The search for a franchisee in Birmingham is part of the company’s aggressive growth strategy to grow to more than 300 restaurants by 2017.

“Birmingham is a natural choice for our award-winning Breakfast, Brunch and Lunch concept,” said Kevin Hall, vice president of franchise for First Watch. “And, given our recent expansion into Georgia and news of our latest franchise agreement in Tennessee, it makes perfect sense for us to look at the potential of expanding in Alabama with a franchisee.”

First Watch currently operates more than 100 restaurants in 15 states – with franchised restaurants in Florida, Kentucky, Oklahoma, West Virginia and Wisconsin, and licensed restaurants in Arizona. Each restaurant is approximately 3,200 to 3,500 square feet, seats about 120 guests and employs about 25 local residents.

First Watch Restaurants Targets Birmingham for Expansion, Seeks Franchisee

“Of the current First Watch franchisees, all were either employees or customers before partnering with us,” said Hall. “They have a passion for the brand and know that our success is dependent on theirs. As we begin to look at potential partners in Birmingham, it’s important for them to know that we have the infrastructure to support them, from marketing to construction and real estate.”

Last year proved to be a banner year for First Watch with the opening of its 100th restaurant, continued expansion across the U.S. and the acquisition of the two company-owned restaurants from Atlanta-based J. Christopher’s Restaurants. The company then kicked off its 30th year with an announcement of a multi-unit franchise agreement with Capstone Concepts to open eight restaurants over the next five years in Tennessee, Kentucky and North Carolina.

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. The average ticket is about $9 a person.

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. and offers guests complimentary newspapers and free Wi-Fi Internet access.

For First Watch franchise information, visit

First Watch Restaurants Targets Birmingham for Expansion, Seeks Franchisee

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. For more information, visit