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April 1, 2013

ORLANDO – First Watch, Orlando’s favorite Breakfast, Brunch and Lunch restaurant, today announced plans to open its eighth Orlando-area restaurant by the end of 2013. The restaurant will be located at Mills Park, a mixed-use retail center under development at the corner of Mills Avenue and Virginia Drive, and will employ approximately 25 people.

The new 3,470 sq. ft. restaurant will occupy space within a freestanding outparcel building and feature a patio for outdoor dining. First Watch will join about 13 other retailers in the Fresh Market-anchored retail center. Currently, there are 37 First Watch restaurants in Florida.

First Watch, which opened its first restaurant in Orlando in 1993, has won numerous awards in the area, some for several consecutive years, including “Best Breakfast” in the Orlando Magazine Dining Awards, “Best Brunch Restaurant” and “Best Power Breakfast Restaurant” in the Orlando Business Journal Readers’ Choice Awards, and “Best Breakfast” and “Best Brunch” in the Orlando Sentinel Foodie Awards.

“First Watch has a strong and loyal customer base that has continued to grow in the Orlando area over the past 20 years,” said Chris Tomasso, chief marketing officer for First Watch. “We look forward to expanding our presence and bringing our unique Breakfast, Brunch and Lunch offering to both existing and new customers in a space that is central to Downtown Orlando, Winter Park and several of Orlando’s major arts and cultural venues.”

As the company celebrates its 30th year, its aggressive growth strategy continues to evolve in its home state. The news of the Mills Park restaurant comes on the heels of several recent announcements for five restaurant openings in Florida this year – Wellington, St. Petersburg, Winter Park, Brandon and West Boca Raton. The Wellington restaurant opened in January, and the St. Petersburg, Winter Park, Brandon and West Boca Raton restaurants are anticipated to be open by this summer.

The new Mills Park restaurant will feature an interior design concept known as “Connect.” It connects traditional First Watch design elements with contemporary executions by maximizing natural light provided during the restaurant’s daytime hours, and incorporating color tones intended to 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.

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. 

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.

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

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.

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