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April 1, 2013

Top-ranked “Daytime Café” continues expansion in Atlanta area

ATLANTA – After entering the market earlier this year, award-winning Breakfast, Brunch and Lunch restaurant First Watch today announced plans to open two more restaurants in the Atlanta metro area this year. The restaurants will be located in Alpharetta and Dunwoody and employ approximately 25 people each.

The Alpharetta First Watch will feature a large patio for outdoor dining and be located at the northeast corner of Old Milton Parkway and North Point Parkway in a freestanding building. The 3,550 sq. ft. restaurant is scheduled to open by the end of the year.

The Dunwoody First Watch will be located at 1317 Dunwoody Village Parkway in an end-cap space at Dunwoody Village. The 3,500 sq. ft. restaurant will feature a large, outdoor patio and is scheduled to open this summer.

The award-winning restaurant company made its debut in the Atlanta area and state in January with the opening of a location in Johns Creek Village at 11720 Medlock Bridge Road. Just one month later, First Watch opened a restaurant in the Vinings-Smyrna area at 1675 Cumberland Parkway in the Ivy Walk shopping center.

The company plans to open more than 20 restaurants in the Atlanta area over the coming years.

“Our fresh approach to Breakfast, Brunch and Lunch has been well-received in the Atlanta area in just a short amount of time,” said Chris Tomasso, chief marketing officer for First Watch. “We are aggressively seeking new opportunities to bring our concept to even more in the area and believe Alpharetta and Dunwoody will be great communities for our daytime dining experience.”

The new restaurants will feature an interior design that maximizes natural light provided during the restaurant’s daytime hours – conveying the warm and inviting personality of the First Watch brand.

Every entrée at First Watch is made fresh to order, and the restaurant does not use deep fryers or heat lamps. Guests will find fresh vegetables roasted in-house, French toast batter made from scratch, house-made granola and Muesli cereal, and croutons made using fresh Ciabatta bread.

The menu features traditional favorites and unique specialty items utilizing ingredients such as cage-free eggs, all-natural chicken and organic yogurt as well as locally sourced fruits and vegetables whenever possible.

A recipient of more than 200 “Best Of” accolades across the country, First Watch is known for delivering an excellent dining experience and fast, friendly service. In addition to serving unique and fresh entrées, First Watch offers its exclusive Sunrise Select™ premium blend coffee made with hand-selected, slow-roasted, high-grown Panamanian, Colombian, and Mexican coffee beans.

First Watch serves its entire menu seven days a week and offers guests complimentary newspapers and free Wi-Fi Internet access.

About First Watch

Celebrating its 30th year in 2013, 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, 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 100 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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