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FIRST WATCH GETS CONNECTED WITH NEW WEBSITE AND E-LOYALTY PROGRAM

June 19, 2007

Daytime Café Rewards Customers with e-Loyalty on June 18

BRADENTON, FLA. (June 18, 2007) – First Watch, the nation’s fastest-growing daytime-only restaurant, enhances its commitment to serving “You First™” with the launch of a new website and customer e-loyalty program on Monday, June 18. 

“Our new website is a way to effectively communicate all that First Watch has to offer through a consistent image and brand,” said Chris Tomasso, Chief Marketing Officer for First Watch Restaurants, Inc.  “We are also pleased to become more connected with our customers through our new e-loyalty program.” 

First Watch is now expanding its community of customers by launching the First Watch Sun eClub™, an e-mail-based customer loyalty program.  Sun eClub™  provides incentives to regular First Watch guests by sending e-mails with the latest company happenings, featured menu items and even personalized greetings on birthdays and anniversaries.  Customers can register online or at any First Watch restaurant, and they will receive a free menu item for signing up. 

The new website, www.firstwatch.com, is a user-friendly, visually appealing and interactive solution for guests seeking more information about First Watch restaurants.    The site now features vivid pictures of First Watch menu items, enhanced printable carry-out menus for each of the more than 70 locations, a search function, and an online newsbureau equipped with a downloadable media kit and an image request section.  Reinforcing First Watch’s commitment to freshness and health, the site also features full nutritional information and highlights the menu’s gluten-free options.  

First Watch offers a smoke-free, attractive environment and specializes in daytime dining with unique breakfast, brunch and lunch creations freshly prepared to order.  The company recently introduced its new Sunrise Select Premium Blend coffee, a full-bodied specialty combination of Panamanian beans and 100% Colombian coffee, hand-selected for its rich worldly flavors and pleasant aromas.   Complimentary WiFi Internet access is also available at all First Watch restaurants. 

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