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June 11, 2015

Biltmore-area location to be the first of a new generation of First Watch restaurants  

PHOENIX – June 11, 2015 – When the new First Watch restaurant opens on Monday, June 15, in the Biltmore area of Phoenix, fans of the popular breakfast, brunch and lunch eatery – which opened its first location in the Valley in 1992 – will be among the first to experience the concept’s updated restaurant prototype design and fresh, new menu.

The new First Watch at 3215 E. Camelback Road in Camelback East Village will be the first of the concept’s locations to open featuring both its latest “Urban Farm” interior design and a new, inspired menu.  The design combines farm-inspired finishes with a high-energy, urban vibe creating a warm, familiar space.

The new curated menu takes an elevated approach to traditional and innovative offerings made to order using farm fresh ingredients and includes items such as Avocado Toast, Smoked Salmon Eggs Benedict, Farm Stand Breakfast Tacos and Lemon Ricotta Pancakes.  The restaurant will also feature a Fresh Juice Bar with beverages – like the Kale Tonic and Day Glow – juiced in-house daily using fresh fruits and vegetables sourced locally whenever possible. Other menu highlights include house-made granola and salsa, cage-free eggs, organic greens, house-roasted vegetables and 100% fresh-squeezed orange juice as well as more indulgent, traditional breakfast, brunch and lunch offerings.

“The opening of this new First Watch represents the realization of our evolution efforts from a culinary perspective and brings it to life in an atmosphere that is warm, inviting and differentiated,” said Chris Tomasso, chief marketing officer for First Watch. “The new prototype combines a more contemporary approach to our menu and atmosphere with all the elements our friends in Phoenix have told us they love about First Watch.”

The new restaurant will be the company’s fourth First Watch in the Valley and its 25th restaurant in Arizona including 19 The Good Egg restaurants and two The Egg & I franchise restaurants.

The Biltmore First Watch will serve its entire menu seven days a week from 6:30 a.m. until 2:30 p.m. The restaurant will also offer customers 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 Quinoa Power Bowls and the Chickichanga. Just recently, First Watch was named a 2015 Top Consumer Pick by Nation’s Restaurant News and has received other recognition including being named a 2013 “Next 20” Emerging Brand by Nation’s Restaurant News and a 2014 Top Franchise Value by FSR Magazine. First Watch is the largest and fastest-growing daytime-only restaurant concept in the U.S. with more than 260 restaurants in 26 states, including more than 130 First Watch restaurants, 115 The Egg & I restaurants, 20 restaurants under The Good Egg name and one Bread & Company restaurant in Nashville (with another one under construction). For more information, visit



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