First Watch to Open Second Lexington-Area Restaurant
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First Watch to Open Second Lexington-Area Restaurant

"Daytime Café" Continues Expansion In Kentucky

July 12, 2013 // // LEXINGTON, Ky. – Award-winning Breakfast, Brunch and Lunch restaurant First Watch today announced plans to open its second Lexington-area restaurant in August. The restaurant will be located in the SimpsonCenter near the University of Kentucky and will employ approximately 25 people.

The new 3,500 sq. ft. restaurant, located at 1080 S. Broadway Road, will occupy a freestanding outparcel, which formerly housed an Atlanta Bread Company. This location will mark 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.

The first Lexington First Watch opened in late 2012 at 3071 Richmond Road.

“Ron, Charlie and I are truly excited about our Lexington expansion for First Watch,” said Gary Holland of Holland Rosen Group, LLC. “We believe that we have chosen another terrific location to carry on our mission of serving the best Breakfast, Brunch and Lunch to the wonderful city of Lexington.”

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™ and Fresh Fruit Crepes. All menu items are freshly prepared to order and the restaurant does not use deep fryers or heat lamps

“We look forward to continuing our growth in the Lexington market with the support of Gary and Ron,” said Kevin Hall, vice president of franchising for First Watch. “Given the success of our first location, we expect the Simpson Center restaurant to thrive and be a welcome addition to the community.”

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 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.

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 a.m. until 2:30 p.m. The restaurant also offers guests complimentary newspapers and free Wi-Fi Internet access.

About First Watch

Celebrating its 30th year in 2013, 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, 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 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

Media Contact:

Christina Morton, APR
Fry Hammond Barr
(407) 284-6655



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