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October 10, 2013

“Daytime Café” announces plans for fifth restaurant in Georgia

ATLANTA – Award-winning Breakfast, Brunch and Lunch restaurant First Watch today announced plans to open its fifth restaurant in metro Atlanta in early 2014. The restaurant will be located at 1830 Scenic Highway N. in Snellville and employ approximately 25 people.

The new 4,000-square-foot restaurant will hold an end-cap space formerly occupied by Chase Bank in the Pharrs Village retail center and feature a patio for outdoor dining. Earlier this year, First Watch entered the market and the state with the opening of restaurants in Johns Creek and Vinings/Smyrna.

News of the Snellville restaurant comes just weeks after the opening of First Watch’s third restaurant in the area at 1317 Dunwoody Village Parkway in Dunwoody. Also opening in early 2014 is a restaurant at the northeast corner of Old Milton Parkway and North Point Parkway in Alpharetta.

“We are very grateful for how graciously we were welcomed into the market and look forward to opening in many more neighborhoods and communities in the Atlanta metro area,” said Chris Tomasso, chief marketing officer for First Watch.

The new Snellville restaurant will feature an interior design concept that connects traditional First Watch design elements with contemporary executions by maximizing natural light provided during the restaurant’s daytime hours. The design also incorporates color tones intended to convey the warm and inviting personality of the First Watch brand and accentuates an open-kitchen concept, which reinforces First Watch’s honest approach to fresh food preparation.

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. 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 a.m. until 2:30 p.m. The restaurant also offers guests 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 the fan-favorite Chickichanga® and Fresh Fruit Crepes. Named a 2013 “Next 20” emerging brand by Nation’s Restaurant News, First Watch is currently the largest daytime-only restaurant concept in the U.S. with more than 110 restaurants in 15 states and additional units under development as part of the Bradenton, Fla.-based company’s aggressive growth strategy. For more information, visit www.firstwatch.com.


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