The daytime cafe hosted a fundraiser during its three Easter weekend restaurant openings

CHARLOTTESVILLE, Virginia; LEXINGTON, Kentucky; MIAMI – April 24, 2019 – First Watch, the award-winning breakfast, brunch and lunch concept, hosted a multi-state fundraiser during the Easter holiday to benefit the V Foundation for Cancer Research. The restaurant company raised $16,000 for the cause, which will be earmarked specifically for pediatric cancer research and raising an urgent awareness among all Americans of the importance of the war against cancer.

In partnership with sports broadcast personality Dick Vitale, First Watch chose to support the foundation’s mission during its three simultaneous new restaurant openings in three markets known for college basketball excellence: Charlottesville (University of Virginia), Lexington (University of Kentucky) and Miami (University of Miami). In addition to collecting donations, each restaurant hosted a raffle to give away Vitale-autographed memorabilia, including basketballs, footballs and children’s books.

“I want to give a ‘tip of the hat’ to Chris Tomasso, CEO, the entire First Watch team and everyone who made it possible to raise $16,000 to help me in my desire to assist kids battling cancer,” said Dick Vitale. “Those dollars raised will go to the V Foundation for pediatric cancer research. You are all AWESOME BABY, with a capital ‘A’!”

“Victory Over Cancer. Jimmy V dreamt it, and fortunately we have incredible people like Dick and others who have dedicated themselves to making that vision a reality,” said Chris Tomasso, CEO and president of First Watch. “At First Watch, we believe in building healthy families. Through our sponsorships and fundraising efforts for the V Foundation, we are absolutely honored to be a small part of the immense effort to fund extraordinary cancer research to save more lives every day.”

Community involvement and charitable efforts have always been at the core of First Watch’s values. In addition to sponsoring the Dick Vitale Gala each year, the restaurant company has a longstanding partnership with Share Our Strength’s No Kid Hungry initiative, gives back to female farmers in Huila, Colombia, with its Project Sunrise coffee program, fundraises for local non-profits during each of its new restaurant openings, and is intimately involved with local schools and charitable organizations in the communities where it operates.

Barracks V Foundation

The new First Watch restaurant in Charlottesville is the organization’s first in the market and is owned and operated by franchise group Tobe Investments. The new First Watch restaurant in Lexington is owned and operated by franchise group One Holland, which also operates several La Rosa’s and Skyline Chili locations. First Watch in Miami Lakes is a company-owned restaurant.

First Watch’s carefully 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 restaurants offer healthy, flavorful favorites like house-made granola and pico de gallo, organic greens, house-roasted vegetables and cage-free eggs as well as more indulgent, traditional breakfast, brunch and lunch offerings.

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 TripAdvisor’s Best Restaurant Chains for 2019, one of Business Intelligence Group’s Best Places to Work in 2018 and as one of Nation’s Restaurant News’ 2017 Second 100 restaurant brands. First Watch is the largest and fastest-growing daytime-only restaurant concept in the United States with more than 375 restaurants in 32 states, including more than 320 First Watch restaurants and 50 The Egg & I restaurants and one Sun & Fork restaurant. For more information, visit


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