A U.S. restaurant chain that only serves breakfast, brunch and lunch is keeping its original recipe for success as it evolves in response to changing work patterns.
and made-to-order menu, is one of the fastest-growing in its category in dollar sales and unit growth, according to market research firm Technomic.“So many concepts are devised in a boardroom or something like that. This was the complete opposite,” CEO Chris Tomasso said. “This was a bunch of guys who really wanted to be home every afternoon so they could golf.”
Tomasso led marketing for Cracker Barrel and Hard Rock Cafe before joining First Watch in 2006. He talked to The Associated Press recently about building brands and why First Watch has no plans to expand beyond lunch. His comments have been edited for length and clarity.A. One thing I’ve been saying forever to our teams is, “If we can do it in one, we can do it in 100. If we can do it in 100, we can do it in 1,000.
A. We love our business model, and we love the employee proposition side of it too. It’s one shift a day. We do tremendous volumes in 7.5 hours. Our teams get to have a job in the hospitality industry that doesn’t have them work until all hours of the night. They make a great living. So I don’t see us expanding hours at all. Also, from a consumer standpoint, doing what we do establishes us as the authority in breakfast and brunch and lunch.
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