Popular Daytime Café to Open New Restaurant in Arizona



Popular Daytime Café to Open New Restaurant in Arizona

First Watch will open its fifth Phoenix location on January 8.

Popular Daytime Café to Open New Restaurant in ArizonaFans of First Watch, the Phoenix favorite breakfast, brunch and lunch restaurant, are in for a treat as the eatery opens its fifth restaurant in the Valley on Friday, January 8. The new restaurant occupies a 3,500-square-foot space at 13802 N. Scottsdale Road, Suite 171, in the Thunderbird Business Center on the corner of N. Scottsdale Road and E. Thunderbird Road.

“First Watch has had a home in the Valley for almost 25 years, but with our fresh new menu and updated restaurant design, it feels like we’re just getting started,” said Chris Tomasso, president of First Watch. “In 2016, we plan to open quite a few new restaurants in Phoenix and Scottsdale, and we’re eager for our customers to taste some of the fresh dishes we’ve been working on.”

First Watch’s menu has evolved significantly since it first opened in Phoenix in 1992, and the company introduced its latest menu to all four of its other Phoenix restaurants this week. This new menu takes an elevated approach to traditional and innovative offerings, with craveable dishes that are made-to-order using high-quality, farm-fresh ingredients. It includes classic First Watch favorites while also introducing items like Avocado Toast, Smoked Salmon Eggs Benedict, Farm Stand Breakfast Tacos and Lemon Ricotta Pancakes. The new restaurant 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 Thunderbird First Watch will also offer options from the restaurant’s Fresh Juice Bar, including the popular Kale Tonic and Day Glow offerings, juiced in-house daily using fresh fruits and vegetables sourced locally whenever possible. It will serve its 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.

Similar to the Biltmore-area First Watch, this new restaurant will open with the company’s latest interior design, which combines farm fresh elements with a high-energy, urban vibe.

First Watch bolstered its presence in the Valley in December 2014 through its acquisition of The Good Egg, an Arizona-based breakfast and lunch restaurant company which had 19 locations at the time in Phoenix and Tucson, and with the opening of a new First Watch restaurant on East Camelback Road in the Biltmore area in June 2015.

The new First Watch serves its entire menu seven days a week from 6:30 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 275 restaurants in 26 states, including more than 140 First Watch restaurants, 116 The Egg & I Restaurants, 19 The Good Egg restaurants and one Bread & Company restaurant in Nashville (with another one under construction). For more information, visit firstwatch.com.