First Watch Opens near the University of Kentucky

"Daytime Café" Continues Expansion in Kentucky with Second Lexington-area Restaurant

August 27, 2013 // // LEXINGTON, Ky. – Less than one year after First Watch’s debut in Lexington, the award-winning Breakfast, Brunch and Lunch restaurant company continued its expansion in the area today with the opening of a second restaurant located in the Simpson Center near the University of Kentucky.

The new 3,500-square-foot restaurant, located at 1080 S. Broadway Road, occupies a freestanding outparcel. It employs approximately 25 people and is the second restaurant operated by the Holland Rosen Group, LLC as part of a multi-unit franchise agreement to open up to eight restaurants throughout Lexington and Louisville over the next five years. In September 2012, First Watch made its debut in the area with a location at 3071 Richmond Road.

"We are very excited about our new location on South Broadway," said Gary Holland of Holland Rosen Group, LLC. "We believe this will provide a convenient location to our customers that work downtown and go to UK. The new restaurant will provide more outdoor dining as well."

The new Lexington restaurant will feature an interior design concept known as "Connect." It connects traditional First Watch design elements with contemporary executions by maximizing natural light and incorporating color tones that convey the warm and inviting personality of the brand. The design also accentuates an open-kitchen concept, which reinforces First Watch’s honest approach to fresh food preparation.

"First Watch has had a great year in Lexington," said Kevin Hall, vice president of franchising for First Watch. "With a proven partner like Holland Rosen Group, this second location will build off our success in the area and introduce even more Lexington residents to our fresh approach to Breakfast, Brunch and Lunch."

A recipient of more than 200 "Best Of" accolades in markets across the country, First Watch features traditional favorites including pancakes, omelets, salads and sandwiches, as well as signature specialties such as the Chickichanga®, Healthy Turkey Omelet™, Fresh Fruit Crepes and Sunrise Select® Premium Blend Coffee. The special blend is made from slow-roasted, hand-selected, high-grown Panamanian, Colombian and Mexican coffee beans.

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.

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 the fan-favorite Chickichanga® and Fresh Fruit Crepes. Named a 2013 "Next 20" emerging brand by Nation's Restaurant News, First Watch is currently the largest daytime-only restaurant concept in the U.S. with more than 110 restaurants in 15 states and additional units under development as part of the Bradenton, Fla.-based company’s aggressive growth strategy. For more information, visit

SOURCE First Watch


Christina Morton, APR
Account Executive
Public Relations
Fry | Hammond | Barr
P 407.849.0100
D 407.284.6655


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First Watch specializes in award-winning, made-to-order Breakfast, Brunch and Lunch.


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