First Watch Debuts In Jacksonville Beach

August 17, 2011 // Franchising.com // (Jacksonville Beach, FL) --- Entering the Jacksonville market for the first time, First Watch, the Bradenton-based Breakfast, Brunch and Lunch Restaurant company, opened at 544 Marsh Landing in the South Beach Center earlier this week.

First Watch 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. First Watch is known for delivering an excellent dining experience alongside fast, friendly service. All menu items are freshly prepared to order and the restaurant does not use microwaves, deep fryers or heat lamps.

In addition to serving unique and fresh entrées, First Watch offers its exclusive 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 already has a loyal following throughout Florida, and we are excited to introduce our concept to Jacksonville," said Chris Tomasso, chief marketing officer for First Watch. "I am certain our new customers will enjoy our fresh approach to Breakfast, Brunch and Lunch."

First Watch is now open and serves its entire menu seven days a week from 7:00 a.m. until 2:30 p.m. The restaurant also offers guests complimentary newspapers and free Wi-Fi Internet access.

The new restaurant is expected to employ about 25 local employees.

First Watch is the largest and fastest-growing, privately owned, daytime-only restaurant concept in the United States. Of its more than 90 existing restaurants in 13 states, six 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. First Watch recently opened new restaurants in Oklahoma City, Nashville and Milwaukee. First Watch expects to grow to 115 restaurants by the end of 2012, with 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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