First Watch to Debut in Panama City Beach

Award-winning Breakfast, Brunch and Lunch restaurant First Watch has announced plans to open its first restaurant in the Florida Panhandle in the summer of 2012. The new 4,169 sq. ft. endcap restaurant with an outdoor patio will be located in the Publix/Office Depot anchored Breakfast Point Marketplace at 11160 Panama City Beach Parkway (“Back Beach Road”) in Panama City Beach.

The First Watch restaurant will be owned and operated by Brad and Keith Dermond, owners of Sunrise Foods, LLC, as part of a multi-unit franchise agreement to open at least three restaurants throughout Panama City, Destin and Ft. Walton Beach over the next three years. Each restaurant will employ approximately 25 people.

“We look forward to serving and becoming part of the Panama City Beach community,” said Brad Dermond, co-owner of Sunrise Foods, LLC.

A recipient of more than 200 Best Breakfast and Best Brunch accolades nationwide, 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. In March 2012, First Watch launched a new menu offering 15 new items with fresh, new ingredients, including house-roasted fresh vegetables, and house-made granola, Muesli cereal and Ciabatta bread salad croutons. All menu items are freshly prepared to order and the restaurant does not use deep fryers or heat lamps.

“We are excited about bringing First Watch to the Florida Panhandle.” said Chris Tomasso, chief marketing officer for First Watch. “It is an area that is perfectly suited for us and one that has been requested by residents yearning for a quality breakfast, brunch and lunch experience for many years. We look forward to working with Brad and Keith to expand even further into the market.”

The new restaurant will feature a new interior design concept known as “Connect.” Unveiled in the fall of 2011, it “connects” traditional First Watch design elements with contemporary executions by maximizing natural light provided during the restaurant’s daytime hours, and incorporating color tones intended to convey 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.

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 7:00 a.m. until 2:30 p.m. The restaurant also offers guests complimentary newspapers and free Wi-Fi Internet access.

First Watch has specialized in award-winning, made-to-order Breakfast, Brunch and Lunch for nearly 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 nearly 100 restaurants in 14 states and additional units under development as part of the Bradenton, FL-based company’s aggressive growth strategy.  For more information, visit  For First Watch franchise information, visit