First Watch’s Awareness is Growing, but There’s Still Plenty of Opportunity Ahead

First Watch, a rising full-service daytime dining brand, continues its rapid expansion with a current total of 665 locations, comprising 586 company-operated and 79 franchised units. The chain recently opened 18 new stores across 15 states, indicating a robust growth trajectory as it aims to capitalize on increased brand awareness; unaided recognition rose over 50% in the last quarter. CEO Chris Tomasso emphasized the brand’s opportunity for growth, noting, “We see that as just a tremendous opportunity for us to continue to grow.”

First Watch remains lesser-known in comparison to competitors, with historical surveys indicating only 11% consumer familiarity. However, it ranked 10th in net promoter score among the largest U.S. restaurant brands, suggesting strong customer satisfaction—an essential indicator as the chain seeks to boost its profile.

Tomasso has been pivotal to this growth since joining the company in 2006 when it had only 60 locations. His leadership has seen a transformation into a larger enterprise, touching 24 additional states. Nonetheless, Tomasso stresses the importance of quality, stating, “We have to deliver the experience when they give us that trial,” highlighting that maintaining high service standards is critical to attracting repeat customers.

Financially, First Watch shows promising metrics: Q2 same-store sales increased by 3.4% year-over-year, with total revenues rising 15.2% to $354.7 million. Operating margins also saw slight improvement, reflecting the brand's operational efficiency. Targeted marketing efforts initiated last year have been effective, with campaigns designed to encourage repeat visits from new customers yielding a 17% return rate, which is above average.

As First Watch executes its growth strategy while ensuring customer satisfaction, the brand may continue to enhance its footprint and improve its market presence. Observing how well they can maintain this momentum through the upcoming quarters will be crucial, particularly as they manage quality and expansion simultaneously.