First Watch to Open New Restaurant in Wisconsin

First Watch, the award-winning Breakfast, Brunch and Lunch restaurant company, has announced plans to debut in Mequon, Wis., its second restaurant in the state of Wisconsin, by the summer of 2012. The restaurant will be owned and operated locally by franchisee VMB Sunrise Hospitality, Inc., consisting of father and son Michael and Vincent Busalacchi.

The new 4,030 sq. ft. restaurant will be located at 10930 North Port Washington Road, in Mequon Pavilions. VMB Sunrise Hospitality, Inc. currently operates a First Watch restaurant at 17550 West Bluemound Road in the Brownstones Shopping Center, the first of five First Watch restaurants they have agreed to open in the Milwaukee market over the next three to five years.

“Milwaukee has proven to be a great market for First Watch and we are excited that Mike and Vinnie are opening their second restaurant in such a vibrant community like Mequon,” says Chris Tomasso, chief marketing officer for First Watch.

The new restaurant will feature a new interior design concept known as “Connect.” Unveiled in the fall of 2011, it currently appears in newly opened restaurants in Nashville, Tenn., Jacksonville, Fla., Solon, Ohio, Sarasota, Fla., as well as in remodels of six existing First Watch restaurants in the Columbus, Ohio market.  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.

First Watch is known for delivering an excellent dining experience and fast, friendly service. The menu features traditional favorites including pancakes, omelets, salads and sandwiches, as well as signature specialties such as the Chickichanga®, Healthy Turkey Omelet™ and Fresh Fruit Crepes. All menu items are freshly prepared to order and the restaurant does not use deep fryers or heat lamps.

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.

The new restaurant is expected to employ about 25 local employees.

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 13 states and additional units under development as part of the Bradenton, FL-based company’s aggressive growth strategy.  For more information, visit