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October 10, 2017

The daytime café will open on October 16 at Brooklyn Station

JACKSONVILLE – October 10, 2017 – When the new First Watch restaurant opens on Monday, October 16 at 192 Riverside Ave. in Jacksonville, fans of the breakfast, brunch and lunch concept with four other area locations will notice some things are a little different.

For one, the new restaurant at Brooklyn Station on Riverside, is larger – 4,000 square feet, not including the outdoor dining area that holds 10 additional tables (an average First Watch is 3,300 square feet). It features elements not yet seen in other First Watch restaurants including a bar/beverage counter serving specialty coffee drinks like cappuccinos, lattes and espressos as well as unique alcoholic brunch cocktails like a Gin and Kale Tonic – a variation of the restaurant’s popular Kale Tonic drink featuring Hendrick’s Gin. Classic brunch cocktails like Mimosas and Bloody Marys are also available, as is wine and kombucha and beer on draft.

The interior is bright and maximizes the abundant daylight that enters the dining room, which is surrounded by tall windows. It builds upon First Watch’s Urban Farm design prototype with the addition of warm blue tones, marble countertops, a colorful subway-tile backsplash, a marble high-top community table, and a grab-and-go retail area showcasing baked goods including muffins, breads, cookies and other sweet treats.

“One of the keys to our continuous growth and success at First Watch is our focus on evolving and being on the front end of trends, whether that’s with our menu options, our décor, or our service philosophies,” said Chris Tomasso, president of First Watch. “Jacksonville has been a great city for us since we opened here in 2011, and we chose the Riverside area to test some exciting new programs we’ve been working on because we really appreciate the dynamic, diverse and growing community. The First Watch on Riverside is a gorgeous new restaurant, and we can’t wait to introduce this new direction to our friends and neighbors here.”

First Watch’s curated menu takes an elevated approach to traditional and innovative offerings made to order using farm fresh ingredients. It includes crave-able items such as Avocado Toast, Smoked Salmon Eggs Benedict, Farm Stand Breakfast Tacos and Lemon Ricotta Pancakes. The new restaurant will offer healthy, flavorful favorites like house-made granola and pico de gallo, organic greens, house-roasted vegetables, cage-free eggs and 100% fresh-squeezed orange juice as well as more indulgent, traditional breakfast, brunch and lunch offerings. First Watch on Riverside Avenue will also offer options from the restaurant’s Fresh Juice Bar – including the best-selling Morning Meditation – juiced in-house daily using only the highest quality fruits and vegetables.

Since entering the market in 2011 with its first restaurant in Jacksonville Beach, First Watch has built a loyal, passionate following.  Word spread quickly about this restaurant and its fresh, made-to-order breakfast, brunch and lunch menu which lead to additional locations opening throughout the area to meet the growing demand in Mandarin, at Beach & Hodges and most recently – on Southside.

First Watch serves its entire menu seven days a week from 7 a.m. until 2:30 p.m. The restaurant also offers 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, Avocado Toast and the Chickichanga. First Watch was recognized as one of Nation’s Restaurant News’ 2017 Second 100 restaurant brands, and was named the 2016 top Family Dining restaurant by Consumer Reports and a 2015 Top Consumer Pick by Nation’s Restaurant News. First Watch is the largest and fastest-growing daytime-only restaurant concept in the United States with more than 300 restaurants in 26 states, including more than 220 First Watch restaurants, 80 The Egg & I restaurants and one Bread & Company restaurant in Nashville. For more information, visit firstwatch.com.


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