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Opportunity Overview

Breakfast is the new dinner. It is the fastest growing segment in the restaurant industry, and First Watch® has established itself as the category leader, making it one of the hottest concepts available today.

With more than 30 years of proven operational expertise, a powerful brand identity that resonates with consumers and strong customer loyalty, First Watch® represents a distinctive product offering and a compelling opportunity for qualified franchisees. The model offers strong unit economics on a business plan built on capitalizing on daytime dining. First Watch always closes by 2:30 p.m., allowing franchisees the flexibility to manage multiple concepts, lower food and investment costs (compared to other full-service restaurants) and a unique opportunity to offer an award-winning, craveable menu with fast, friendly service.

In addition, franchisees receive professional support every step of the way – including critical areas like real estate site selection, construction, owner and crew training, operation procedures and marketing, just to name a few.


First Watch currently operates more than 130 restaurants in 17 states, and has experienced positive same-store sales growth for 30 consecutive years and counting.

Through refining operations and creating an exemplary brand, First Watch has grown strategically by opening company-owned stores in great neighborhoods and through multi-unit agreements with franchisees to develop new and existing territories.

First Watch is the largest and fastest growing daytime only restaurant concept in the United States, with aggressive plans to keep the momentum for fast and sustainable growth going strong.


Franchisees must be passionate about the First Watch brand and possess the desire to be a part of something fresh and unique. A franchisee must have a net worth of at least $2 million and the resources available to develop at least three to five First Watch restaurants in his or her designated area. First Watch does not offer single-restaurant franchise agreements. First Watch franchise requirements are as follows:

  • Franchise fee that varies depending on the size of development agreement; the full fee for the first unit is due upon signing a development agreement, along with a portion of future franchise fees for each additional restaurant in the agreement.
  •  Commitment of 4 percent of gross sales toward ongoing royalty payments, which secures franchisees’ rights to use the First Watch name, trademarks, recipes, décor, training, procedures, etc.
  • Commitment of up to 3 percent of gross sales toward a system fund that promotes the First Watch brand on a system-wide basis and provides specific marketing, advertising and promotional programs designed to increase sales at each restaurant (currently at 1%).
  • Commitment to dedicate 1 percent of gross sales toward local marketing.

Training and Support

Because First Watch® is fully aware of the relationship between support and success, we’ve established a strong network of franchise guidance and training in areas such as operations, real estate, construction, training and marketing. A unique and highly distinguishable menu is continually updated to bring new and fresh alternatives to our customers. We continue to optimize our operations to provide the fast and friendly service that our customers have come to expect, and we invest time and resources into growing our team so that we can exceed both our customers’ expectations and our own.

Leadership Team

The First Watch® leadership team boasts decades of experience and expertise across all facets of the restaurant industry, ensuring that our proven success continues with the same passion, commitment, and foresight, which have made us what we are today. Meet our Leadership Team.