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FIRST WATCH TO DEBUT IN OCALA

Ocala, Fla. – June 21, 2012 – Award-winning Breakfast, Brunch and Lunch restaurant First Watch has announced plans to debut in Ocala, Fla., by the end of 2012. This will be the second franchised location owned and operated locally by FW Florida, Inc., led by President, Joe Cody, currently a multi-unit, multi-brand franchised restaurant operator with 35 years experience in the restaurant industry.

The 3,600 sq. ft. restaurant will feature a 1,000 sq. ft. patio and will be located at 3411 SW 36th Terrace in College Plaza, a to-be-developed retail center on SW College Road, in the Home Depot shopping plaza, across from the Simon Paddock Mall. FW Florida, Inc. currently operates a First Watch restaurant in The Villages at 1568 Bella Cruz Drive, Lady Lake, Fla. The company plans to open five First Watch restaurants over the coming years throughout North Central Florida, including Gainesville.

The College Plaza retail center will be taking the place of a redeveloped Shoney’s restaurant that is being expanded into an 11,000 sq. ft. space. First Watch will join Aspen Dental, Mattress Firm and Weight Watchers in the newly developed retail center.

“We are very excited for the opening of our second First Watch restaurant” said Joe Cody, president of FW Florida, Inc. “We expect the new Ocala store to mirror and expand upon the same brand loyalty, awareness and support we received when opening our first restaurant nearby in The Villages.”

The restaurant will feature a new interior design concept known as “Connect.” 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. A recipient of more than 200 “Best Of” accolades in markets across the country, the restaurant 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.

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.

About First Watch
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 14 states and additional units under development as part of the Bradenton, FL-based company’s aggressive growth strategy. For more information, visit www.firstwatch.com.

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