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August 29, 2011

(The Villages, FL) — First Watch, the Bradenton-based Breakfast, Brunch and Lunch Restaurant company, expanded in its home state with the opening of a franchised restaurant in The Villages this week. The new 4,000 sq. ft. restaurant is located at 1568 Bella Cruz Drive in the Spanish Plaines Shopping Center, across the street from The Villages Regional Hospital.

First Watch at the Villages will be operated by FW Florida, Inc. as part of a multi-unit franchise agreement. The company has agreed to open five First Watch restaurants over the coming years throughout North Central Florida, including Gainesville and Ocala. FW Florida Inc. President Joe Cody has more than 35 years of experience in the restaurant industry and currently is a multi-unit, multi-brand franchised restaurant operator.

First Watch is known for delivering an excellent dining experience alongside fast, friendly service. The menu 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 microwaves, 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.
“As we continue to expand nationally, we are always keeping an eye out for opportunities in Florida,” said Chris Tomasso, chief marketing officer for First Watch. “First Watch has a loyal following throughout Florida, and we are excited to bring our concept to a new area like The Villages.”

First Watch is now open and 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 employs about 25 local employees.

First Watch is the largest and fastest-growing, privately owned, daytime-only restaurant concept in the United States. Of its more than 90 existing restaurants in 13 states, six are franchised and four are licensed and future growth is expected to come from key multi-unit, regional franchises to experienced restaurateurs in new markets in 35 states throughout the continental U.S. First Watch recently opened new restaurants in Oklahoma City, Nashville and Milwaukee. First Watch expects to grow to 115 restaurants by the end of 2012, with a dozen franchised locations open and more than 30 in various stages of development. For more information, visit www.firstwatch.com.


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