The Daytime Giant: How First Watch is Scaling Experience and Brand Awareness Toward a 2,200-Unit Future
Despite approaching the milestone of 700 locations, First Watch—the Florida-based leader of the daytime dining segment—still feels like it is in the midst of a "coming-out party." This sentiment, voiced by CEO Chris Tomasso, encapsulates a unique paradox in the American restaurant landscape: a brand that is simultaneously the fastest-expanding full-service concept in the country […]

