First Watch promotes Ashlee Weisser to CFO
First Watch names Ashlee Weisser as CFO following Mel Hope's retirement.
auto_awesome
First Watch has announced the promotion of Ashlee Weisser to CFO, succeeding Mel Hope, who is retiring after seven years. Weisser, with extensive experience in restaurant finance, will drive long-term success and strategic growth for the family-dining chain, which operates around 650 locations and generated over $1.3 billion in sales in 2025.
Why It Matters
This leadership transition indicates a commitment to strengthening the financial foundation of First Watch, which may positively influence unit economics and operational strategies as the chain continues its expansion.
First Watch has appointed Ashlee Weisser as its new Chief Financial Officer (CFO), succeeding Mel Hope, who announced his retirement in February after seven years in the role. Weisser, who joined First Watch in 2023 as the Senior Vice President of Financial Planning and Analysis, has a robust background with nearly 20 years of experience in restaurant finance and marketing, having held key financial roles at various companies including Maple Street Biscuit Co., Bloomin’ Brands, Red Robin, and Darden.
In her previous positions, Weisser demonstrated her capabilities as a financial leader, serving as CFO for multiple Bloomin' brands like Carrabba's and Outback Steakhouse, as well as for Maple Street when it was acquired by Cracker Barrel. She brings a wealth of expertise to First Watch, which has approximately 650 locations and reported more than $1.3 billion in sales in 2025, marking a 16% increase from the previous year. The chain, known for its focus on breakfast and lunch, is actively expanding its footprint, with plans to add as many as 63 new units by the end of 2026.
First Watch CEO Chris Tomasso emphasized Weisser's financial discipline and strategic insight, stating, “She has strengthened our financial foundation, advanced key growth initiatives and built a high-performing team to support our continued growth and evolution.” This promotion signals First Watch's commitment to strengthening its financial framework and enhancing its growth trajectory, especially considering the recent volatility in its stock performance, which has dipped over 33% year-to-date and is trading at all-time lows.
