First Watch to Introduce New Menu, Decor at Second Knoxville-Area Restaurant

First Watch to Introduce New Menu, Decor at Second Knoxville-Area Restaurant
Smoked Salmon Eggs Benedict

Award-winning daytime cafe opens Monday, June 13, in Bearden Hill

First Watch to Introduce New Menu, Decor at Second Knoxville-Area RestaurantAward-winning breakfast, brunch and lunch restaurant First Watch today announced it will open its second Knoxville restaurant in partnership with franchise group Capstone Concepts, LLC, on Monday, June 13, 2016.  Customers of the new Bearden Hill location will be among the first to sample the eatery’s fresh, new menu, which takes an elevated approach to traditional and innovative offerings made to order using farm-fresh ingredients. The new 3,600-square-foot space will open with indoor and outdoor seating and a fresh, locally influenced interior design combining heritage elements with a more high-energy, urban vibe.

Knoxville-based Capstone Concepts, LLC currently owns and operates one First Watch restaurant in the Turkey Creek Shopping District in West Knoxville and two Mr. Gatti’s Pizza restaurants. The newest addition to the group’s portfolio will open at 6474 Kingston Pike, 10 miles east of the First Watch in Farragut.

“James and the Capstone Concepts team in Knoxville have exemplified what the First Watch brand stands for both within the restaurant and out in the Farragut community since they brought First Watch to the Marble City in 2013,” said Chris Tomasso, president of First Watch. “As First Watch continues to grow, we are fortunate to partner with dedicated restaurateurs who share our values like the Capstone Concepts team.”

Featuring healthy and delicious items such as Avocado Toast, Smoked Salmon Eggs Benedict, Farm Stand Breakfast Tacos and Lemon Ricotta Pancakes, First Watch Bearden Hill will also offer flavorful favorites like house-made granola and pico de gallo, organic greens, house-roasted vegetables, cage-free eggs and 100% fresh-squeezed orange juice as well as more indulgent, traditional breakfast, brunch and lunch offerings.

First Watch to Introduce New Menu, Decor at Second Knoxville-Area Restaurant
Kale Tonic

First Watch Bearden Hill will also offer options from the restaurant’s Fresh Juice Bar, featuring the popular Kale Tonic and Day Glow offerings, juiced in-house daily from fresh fruits and vegetables sourced locally whenever possible. The restaurant will serve its exclusive Sunrise Select Premium Blend Coffee, made from slow-roasted, hand-selected, high-grown coffee beans from mountains across North, Central and South America, by the pot.

“First Watch has taken enormous strides in terms of menu innovation and quality, and that translates to excited, passionate team members and satisfied guests in the restaurants,” said James Geib, chief operating officer of Capstone Concepts, LLC. “We’ve loved operating First Watch in Turkey Creek for the past few years, and we could not be more thrilled at the opportunity to open another First Watch restaurant – this time with a completely reimagined menu and warm new décor. We’ve seen the vision First Watch is working toward, and we are proud to be part of that continued growth and success. We think the Bearden community will agree.”

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.

For First Watch franchise information, please visit

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, and unique specialty items like Quinoa Power Bowls, Avocado Toast and the Chickichanga. First Watch was named a 2015 Top Consumer Pick by Nation’s Restaurant News and has received other recognition including being named a 2013 “Next 20” Emerging Brand by Nation’s Restaurant News and a 2014 Top Franchise Value by FSR Magazine. First Watch is the largest and fastest-growing daytime-only restaurant concept in the U.S. with more than 285 restaurants in 26 states, including more than 160 First Watch restaurants, 110 The Egg & I Restaurants, 11 The Good Egg restaurants and one Bread & Company restaurant in Nashville (with another one under construction). For more information, visit