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January 9, 2014

“Daytime Café” inks deal for five locations in the Raleigh-Durham market

RALEIGH, N.C. – Award-winning Breakfast, Brunch and Lunch restaurant First Watch has signed a multi-unit franchise agreement with VIM Holdings to open five locations in the Raleigh-Durham market over the next four years.

VIM Holdings’ Founder and President Robert Frame has more than 20 years of experience in the restaurant industry. Previously, he was COO of Apple Gold, an Applebee’s franchise with more than 130 locations spanning 6 states and headquartered in Raleigh, N.C. He has also held executive-level operations positions with LongHorn Steakhouse and Waffle House. The first restaurant is expected to open in late 2014 in the Raleigh market. Each restaurant will employ approximately 25 people.

“First Watch is an exceptional brand with an outstanding reputation for great service and excellent food.” said Robert Frame, president of VIM Holdings. “We are extremely proud and enthused to be bringing the concept to the wonderful people of Raleigh.”

First Watch is known for delivering an excellent dining experience and fast, friendly service. 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.

“Bob Frame is a proven restaurant operator with a tremendous amount of experience and success leading some great concepts,” said Ken Pendery, president and CEO for First Watch. “We look forward to working with Bob and his group to bring our unique fresh approach to Breakfast, Brunch and Lunch to his home market of Raleigh-Durham.”

First Watch restaurants feature an interior design that maximizes natural light provided during the restaurant’s daytime hours, and incorporates color tones that convey the warm and inviting personality of the First Watch brand. The design also accentuates an open-kitchen concept, which reinforces First Watch’s honest approach to fresh food preparation.

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 has specialized in award-winning, made-to-order Breakfast, Brunch and Lunch for nearly 30 years. A recipient of more than 200 “Best Breakfast” and “Best Brunch” accolades, First Watch offers traditional favorites such as omelets, pancakes, sandwiches and salads, to unique specialty items like the fan-favorite Chickichanga® and Fresh Fruit Crepes. It is currently the largest and fastest-growing 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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