Award-winning Cafe to Open in Roanoke

The restaurant is the first of 11 planned First Watch openings in partnership with TFW Licensing

ROANOKE, Virginia – May 15, 2018 – First Watch, the popular breakfast, brunch and lunch restaurant with five locations in Virginia, today announced that it will open its newest restaurant in Roanoke. First Watch will open for business at 2243 Franklin Road in the Ivy Market Center near Earth Fare, on Monday, May 21, at 7 a.m. The 3,500-square-foot restaurant will employ about 25 people.

The award-winning restaurant company currently operates restaurants in 29 states. First Watch has partnered with franchise group TFW Licensing to bring the breakfast, brunch and lunch concept to Roanoke. The franchise group has plans to open a total of 11 First Watch restaurants in Central Virginia as well as Winston Salem and Greensboro, North Carolina.

“Roanoke is such a vibrant city full of history and beautiful scenery, and the food scene here has been evolving for quite some time. We’re thrilled to introduce First Watch’s fresh breakfast, brunch and lunch to this community,” said John Tobe, owner of TFW Licensing. “This area has really been lacking a wholesome, family-friendly, innovative brunch spot, and we’re confident that First Watch will fill that void. We look forward to serving our new friends and neighbors here for years to come.”

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 offers 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 in Roanoke will also offer options from the restaurant’s Fresh Juice Bar – including the best-selling Kale Tonic – juiced in-house daily using only the highest quality fruits and vegetables.

The new restaurant will open with First Watch’s latest 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.

About First Watch
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 recognized as one of Nation’s Restaurant News’ 2017 Second 100 restaurant brands, and was named the 2016 top Family Dining restaurant by Consumer Reports and a 2015 Top Consumer Pick by Nation’s Restaurant News. First Watch is the largest and fastest-growing daytime-only restaurant concept in the United States with more than 320 restaurants in 29 states, including more than 250 First Watch restaurants, 75 The Egg & I restaurants and one Bread & Company restaurant in Nashville. For more information, visit

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