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FIRST WATCH TO OPEN 3RD RESTAURANT IN JACKSONVILLE

September 12, 2011

(Jacksonville, FL) — First Watch, the Bradenton-based Breakfast, Brunch and Lunch restaurant company, will expand its presence in its home state with the opening of a third Jacksonville-area restaurant in 2012. The 3,500 sq. ft. restaurant will be located in a to-be-built outparcel building in the Hodges Point Plaza, at the corner of Beach Boulevard and Hodges Boulevard.

First Watch debuted in the Jacksonville market this year, opening locations in Jacksonville Beach and Mandarin in August and September, respectively. The opening of the third Jacksonville location will bring the number of First Watch restaurants in Florida to more than 35. Each restaurant employs about 25 local employees.

First Watch specializes in the creation of traditional favorites such as pancakes, omelets, salads and sandwiches, as well as signature items including 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.

“First Watch has experienced great success with the Jacksonville Beach and Mandarin locations,” said Chris Tomasso, chief marketing officer for First Watch. “We are excited for our concept’s tremendous growth in Jacksonville and in other markets across the country.”

First Watch has received more than 200 “Best Of” accolades in markets across the country. All First Watch restaurants are open daily from 7 a.m. to 2:30 p.m.

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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