First Watch to Open Second Virginia Peninsula Restaurant



First Watch to Open Second Virginia Peninsula Restaurant

The daytime café will open in Hampton’s Peninsula Town Center on Monday

First Watch to Open Second Virginia Peninsula RestaurantFirst Watch Restaurants, the popular breakfast, brunch and lunch concept, today announced it will open the doors to its newest restaurant on Monday, January 9. The new restaurant will open at 7 a.m. at 2011 Von Schilling Drive in the Peninsula Town Center at the corner of Von Schilling and Coliseum. The 3,300-square-foot restaurant is set to open about a year after First Watch brought the daytime café concept to Newport News. The 34-year-old company’s Hampton restaurant will employ about 25 people.

“The Virginia Peninsula is a breathtaking destination, rich in history, and one that we’ve had our sights set on for First Watch for quite some time,” said Chris Tomasso, president of First Watch. “It was only after we saw the fantastic reaction and feedback from our customers in Newport News that we really picked up momentum and began to focus on bringing our fresh food and family focus to Hampton Roads.”

First Watch’s curated menu takes an elevated approach to traditional and innovative offerings made to order using farm fresh ingredients. It includes crave-able items such as Avocado Toast, Smoked Salmon Eggs Benedict, Farm Stand Breakfast Tacos and Lemon Ricotta Pancakes. The new restaurant in the town center will offer healthy, 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 Open Second Virginia Peninsula Restaurant

Avocado Toast

First Watch to Open Second Virginia Peninsula Restaurant

Farm Stand Breakfast Tacos

The new First Watch in Hampton will also offer options from the restaurant’s Fresh Juice Bar – including the best-selling Kale Tonic – juiced in-house daily using 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, and will offer a new cold-brewed coffee.

The restaurant will open with First Watch’s latest “Urban Farm” interior design, which combines farm fresh elements with a high-energy, urban vibe.

First Watch serves its entire menu seven days a week from 7 a.m. until 2:30 p.m. The restaurant also offers customers complimentary newspapers and free Wi-Fi Internet access.

For First Watch franchise information, please visit http://www.firstwatch.com/franchise/.


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 the 2016 top Family Dining restaurant by Consumer Reports, a 2015 Top Consumer Pick 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 295 restaurants in 26 states, including more than 195 First Watch restaurants, 97 The Egg & I restaurants, one The Good Egg restaurant in Phoenix and one Bread & Company restaurant in Nashville. For more information, visit firstwatch.com.