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FIRST WATCH OPENS IN MANDARIN

September 12, 2011

(Jacksonville, FL) — First Watch, the Bradenton-based Breakfast, Brunch and Lunch restaurant company expanded its presence in Jacksonville with the opening of a new restaurant in Mandarin this week. Located at 11111 San Jose Boulevard in the Mandarin-Riverplace Shopping Center, the restaurant is the second to open in the Jacksonville market this year, bringing the number of First Watch restaurants in Florida to more than 30. Its first area restaurant opened in Jacksonville Beach on August 15.

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.

“We are proud of our continued success and expansion in our home state,” said Chris Tomasso, chief marketing officer for First Watch. “We are excited to bring our concept to areas like Mandarin.”

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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