“Daytime Café” to introduce brand in seven new cities
Knoxville, TN (RestaurantNews.com) Award-winning Breakfast, Brunch and Lunch restaurant First Watch has signed a multi-unit franchise agreement with Knoxville-based Capstone Concepts, LLC to open eight restaurants over the next five years in Knoxville, Chattanooga, Bristol, Kingsport, Johnson City, Asheville, N.C., and Bowling Green, Ky. Capstone currently owns and operates restaurants in Knoxville, North Carolina and Kentucky.
The first restaurant is expected to open in Knoxville in the first half of 2013. Each of the restaurants will employ approximately 25 people. Day-to-day operations for the First Watch restaurants will be handled by Capstone Concepts Chief Operating Officer James Geib, who has been with Capstone for three years and has almost 30 years of restaurant experience, including the management of 144 Arby’s restaurants located in three states.
“We believe there is a real demand for a brand and concept like First Watch here,” said Geib. “When we began considering First Watch, we visited several of its restaurants, and what we observed and experienced convinced us. Breakfast is the fastest-growing segment in the restaurant industry and First Watch is the clear market leader. The team behind the concept is smart, focused and has a proven track record of 30 years of success.”
First Watch is known for delivering an excellent dining experience and fast, friendly service. A recipient of more than 200 “Best Of” accolades in markets across the country, the restaurant features traditional favorites including pancakes, omelets, salads and sandwiches, as well as signature specialties such as the Chickichanga®, Healthy Turkey Omelet™ and Fresh Fruit Crepes. All menu items are freshly prepared to order and the restaurant does not use deep fryers or heat lamps.
In 2011, First Watch opened its first company-owned restaurant in Tennessee with a location in Brentwood. First Watch also has three locations in Kentucky.
“We look forward to working with Capstone Concepts on expanding First Watch in Tennessee, Kentucky and North Carolina. From a growth standpoint, this area complements our current presence in the Nashville and Atlanta areas well,” said Chris Tomasso, chief marketing officer for First Watch. “And, given our fresh approach to Breakfast, Brunch and Lunch, our fast, friendly service and great value, we anticipate much excitement from the community when these restaurants open.”
First Watch serves its entire menu seven days a week from 7 a.m. until 2:30 p.m. The restaurant also offers guests complimentary newspapers and free Wi-Fi Internet access.
For First Watch franchise information, visit http://www.firstwatch.com/franchise-overview.htm.
About First Watch
First Watch has specialized in award-winning, made-to-order Breakfast, Brunch and Lunch for 30 years. A recipient of more than 200 “Best Breakfast” and “Best Brunch” accolades, First Watch offers traditional favorites such as omelets, pancakes, sandwiches and salads, to unique specialty items like the fan-favorite Chickichanga® and Fresh Fruit Crepes. It is currently the largest and fastest-growing daytime-only restaurant concept in the U.S. with more than 100 restaurants in 14 states and additional units under development as part of the Bradenton, Fla.-based company’s aggressive growth strategy. For more information, visit www.firstwatch.com.
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