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April 27, 2016

First Watch will introduce its fresh approach to daytime dining to Birmingham and Montgomery

BIRMINGHAM – April 27, 2016 – First Watch Restaurants, the popular breakfast, brunch and lunch concept, today announced plans to bring its award-winning eatery to Alabama with four summertime openings in the works for Birmingham and Montgomery.

“After years of successful growth in Tennessee, Georgia and Florida, we’re thrilled to have an opportunity to bring our innovative menu to neighboring Alabama,” said Chris Tomasso, president of First Watch. “Both Birmingham and Montgomery are undoubtedly cities rich with southern history and culture, and we’re honored to have the the chance to bring our fresh breakfast, brunch and lunch to these communities.”

The new restaurants, which will open in spaces that currently operate as The Egg & I, will feature First Watch’s new restaurant design and revamped menu, which uses farm fresh ingredients to create and offer both innovative and traditional breakfast, brunch and lunch dishes. It includes items such as Avocado Toast, Smoked Salmon Eggs Benedict, Farm Stand Breakfast Tacos and Lemon Ricotta Pancakes. The restaurants 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 options from its Fresh Juice Bar, juiced in-house daily from fresh fruits and vegetables sourced locally whenever possible. The new restaurants will also serve the company’s exclusive Sunrise Select Premium coffee blend, made from slow-roasted, hand-selected, high-grown coffee beans from mountains across North, Central and South America, by the pot.

First Watch in Alabama will serve its entire menu seven days a week from 7 a.m. until 2:30 p.m. and 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, Avocado Toast and the Chickichanga. 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 280 restaurants in 26 states, including more than 145 First Watch restaurants, 116 The Egg & I Restaurants, 18 The Good Egg restaurants and one Bread & Company restaurant in Nashville (with another one under construction). For more information, visit firstwatch.com.


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