Local Restaurateurs to Open First Watch in St. Matthews



Local Restaurateurs to Open First Watch in St. Matthews

Smoked Brisket Hash

The award-winning daytime cafe will open Monday on Breckenridge Lane

Local Restaurateurs to Open First Watch in St. MatthewsA year and a half after opening First Watch on Hurstbourne Parkway in East Louisville, Gary Holland, Ron Rosen and local restaurateur Tom Longshore today announced plans to open their second First Watch in Louisville – this time choosing a highly trafficked site in St. Matthews. The restaurant will open the doors to its new location at 7 a.m. on Monday, June 27, just off I-64 at 960 Breckenridge Lane in front of Home Depot. The new 4,500-square-foot restaurant will employ about 25 people.

This new First Watch is the fifth of seven First Watch restaurants planned in the Louisville and Lexington markets as part of an agreement with Kentucky-based Holland Rosen Group. The group first opened First Watch in Lexington in September 2012 and is now continuing its expansion into and throughout Louisville.

“The response from the community since we opened First Watch in East Louisville has been absolutely remarkable. It was as if we couldn’t open another location fast enough,” said Gary Holland of Holland Rosen Group. “We feel that St. Matthews is the perfect place to bring our fresh breakfast, brunch and lunch because of the town’s beautiful, family-friendly landscape and growing, thriving business and residential community.”

Local Restaurateurs to Open First Watch in St. Matthews

Smoked Salmon & Cucumber Toast

Local Restaurateurs to Open First Watch in St. Matthews

Ciabatta French Toast with NUTELLA Drizzle

First Watch takes a unique, elevated approach to breakfast, brunch and lunch and offers made-to-order dishes using farm fresh ingredients. Its award-winning menu includes items such as Avocado Toast, Smoked Salmon Eggs Benedict, Farm Stand Breakfast Tacos and Lemon Ricotta Pancakes. The new restaurant on Breckenridge Lane 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.

The new First Watch in St. Matthews will also offer options from the restaurant’s Fresh Juice Bar, 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.

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 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 280 restaurants in 26 states, including more than 165 First Watch restaurants, 110 The Egg & I restaurants, 7 The Good Egg restaurants and one Bread & Company restaurant in Nashville (with another one under construction). For more information, visit firstwatch.com.