First Watch Continues Expansion in Wisconsin

May 28, 2012 // Franchising.com // Milwaukee, Wis. – Award-winning Breakfast, Brunch and Lunch restaurant First Watch continues its expansion this week with the opening of a second restaurant in Wisconsin. The new 4,030 sq. ft. restaurant, located at 11032 North Port Washington Road in the Mequon Pavilions, is owned and operated by franchisee VMB Sunrise Hospitality, Inc., consisting of father and son Michael and Vincent Busalacchi.

VMB Sunrise Hospitality, Inc. also operates the First Watch restaurant at 17550 West Bluemound Road in the Brownstones Shopping Center which recently celebrated its one-year anniversary. VMB plans to open a total of five First Watch restaurants in the Milwaukee market over the next three to five years.

“Mequon is a thriving community and an ideal spot for the second First Watch restaurant in the Milwaukee market, said franchisee Vincent Busalacchi of VMB Sunrise Hospitality, Inc. “We are expecting the same warm welcome and enthusiastic support in Mequon as we received in Brookfield when we opened there a little over a year ago.”

The new restaurant features a new interior design concept known as “Connect.” It “connects” traditional First Watch design elements with contemporary executions by maximizing natural light provided during the restaurant’s daytime hours, and incorporating color tones intended to convey the warm and inviting personality of the First Watch brand. The design also accentuates an open-kitchen concept, which reinforces First Watch’s honest approach to fresh food preparation.

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.

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 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.

About First Watch

First Watch has specialized in award-winning, made-to-order Breakfast, Brunch and Lunch for nearly 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 nearly 100 restaurants in 14 states and additional units under development as part of the Bradenton, FL-based company’s aggressive growth strategy. For more information, visit www.firstwatch.com.

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