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First Watch Unveils Sunrise Select™ Retail Coffee

July 28, 2010

Bradenton, FL (April 23, 2010)–First Watch, the Breakfast, Brunch and Lunch chain based in Bradenton, Fla., has announced that its Sunrise Select™ Premium Blend coffee is now available for retail purchase at all 82 First Watch locations.

“There’s really one main reason why First Watch decided to make our coffee available in a retail package: our customers asked for it!” said Chris Tomasso, First Watch’s chief marketing officer. “We have been brewing Sunrise Select™ coffee in our restaurants for the past two years and now we are able to give our customers a high-quality coffee product they can enjoy at home.”

Now, First Watch customers can pick up a 12-ounce bag of Sunrise Select™ ground coffee for only $5.99 plus tax. Sunrise Select is a proprietary blend of high-grown Panamanian, Mexican and Columbian coffee beans that is slow-roasted to create a unique, rich and delicate flavor. It was developed in partnership with highly-regarded coffee expert Coffee Analysts and is roasted and distributed by First Watch’s vendor-partner Royal Cup Coffee.

First Watch is the largest and fastest-growing, privately owned, daytime-only restaurant chain in the United States. Of its 82 restaurants in 11 states, three are franchised and four are licensed and future growth is expected to come from key multi-unit, regional franchises to experienced restaurateurs in new markets in 35 states throughout the continental U.S. Approximately 10 locations are expected to open in 2010 and by the end of 2012, First Watch expects to grow to 110 restaurants, with about a dozen franchised locations open and more than 30 in various stages of development. For more information, visit www.firstwatch.com.

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