First Watch is an award-winning Daytime Dining concept serving made-to-order breakfast, brunch and lunch using fresh ingredients. A recipient of hundreds of local “Best Breakfast” and “Best Brunch” accolades, First Watch’s chef-driven menu includes elevated executions of classic favorites along with First Watch specialties such as the protein-packed Quinoa Power Bowl®, Farm Stand Breakfast Tacos, Avocado Toast, Chickichanga, Morning Meditation (juiced in-house daily), Spiked Lavender Lemonade and its signature Million Dollar Bacon. In 2023, First Watch was named the top restaurant brand in Yelp’s inaugural list of the top 50 most-loved brands in the U.S. In 2022, First Watch was awarded a sought-after MenuMasters honor by Nation’s Restaurant News for its seasonal Braised Short Rib Omelet, recognized with ADP’s coveted Culture at Work Award and named a Most Loved Workplace® in Newsweek by the Best Practice Institute. In 2021, First Watch was recognized as FSR Magazine’s Best Menu and as the fastest-growing full-service restaurant chain based on unit growth. There are more than 490 First Watch restaurants in 29 states, and the restaurant concept is majority owned by Advent International, one of the world’s largest private-equity firms.
First Watch is one of America’s leading breakfast, brunch, and lunch restaurant franchises, known for its fresh, made-to-order dishes and focus on health-conscious, high-quality ingredients. With a rapidly expanding presence across the U.S., First Watch has become a favorite for customers looking for a unique dining experience in the morning and early afternoon.
At Star Brands Consulting Group, we help prospective franchisees navigate the opportunity to join the First Watch family. Whether you’re a seasoned restaurateur or an entrepreneur looking to break into the foodservice industry, this guide outlines everything you need to know about franchising with First Watch.
Why Choose a First Watch Franchise?
Franchising with First Watch offers several compelling advantages:
- Proven Concept: First Watch operates with a unique business model—serving only breakfast, brunch, and lunch, which allows for a highly efficient operation and a loyal customer base. The brand has a proven track record of success in a growing market segment.
- Fresh, High-Quality Menu: First Watch is known for its innovative menu that prioritizes fresh, healthy ingredients. This focus on quality and health-conscious options has helped it stand out in the competitive breakfast and brunch space.
- Efficient Operating Hours: The restaurant’s operating hours are typically 7 a.m. to 2:30 p.m., allowing franchisees to have a balanced lifestyle compared to traditional full-day restaurant operations.
- Strong Brand Recognition: With a growing number of locations nationwide, First Watch has built a loyal following, which makes it easier for franchisees to attract customers from day one.
- Committed to Community and Sustainability: First Watch emphasizes responsible sourcing, supporting local farmers and growers, and sustainability, making it a socially conscious brand.
What It Takes to Become a First Watch Franchisee
First Watch has specific criteria for franchise partners to ensure consistency and brand success. Here’s what you’ll need:
- Experience in Food Service or Retail: Although not mandatory, First Watch prefers franchisees with prior experience in food service or multi-unit retail operations. This experience helps in managing the operational demands of a First Watch restaurant.
- Financial Requirements: Franchisees must have the financial capacity to make a significant investment in opening a new First Watch location. The initial investment covers real estate, build-out, equipment, and working capital. The estimated initial investment can range from $1.2 million to $2.5 million, depending on the location and size of the restaurant.
- Commitment to Customer Service: First Watch values franchise partners who are passionate about delivering exceptional customer service and maintaining high operational standards.
Franchise Support
First Watch offers extensive support to its franchisees, ensuring that each restaurant operates smoothly and consistently with the brand’s high standards. Franchisees receive assistance in the following areas:
- Site Selection & Real Estate: The First Watch team helps you identify and secure prime real estate locations for your restaurant.
- Design & Construction: Full support in store design, layout, and construction to ensure each location reflects the brand’s inviting and fresh atmosphere.
- Training & Operations: Franchisees and their management teams receive comprehensive training on all aspects of running a First Watch restaurant, including customer service, food preparation, and day-to-day operations.
- Marketing & Advertising: The brand provides marketing tools, promotional campaigns, and guidance to help you attract and retain customers.
What is the upfront requirements to own an First Watch Restaurants franchise?
First Watch Restaurants has a franchise fee of up to $40,000, with a overall upfront investment range from $939,950 to $1,770,300.
- Initial Franchise Fee: $40,000
- Total Investment: $939,950 to $1,770,300
- Working Capital: $30,000 to $100,000
- Royalty Fee: 4.0%
The upfront purchase price of any franchise opportunity includes many fees. Check out this franchise opportunity to better understand the initial costs required to buy an First Watch Restaurants, such as franchise fees, leasehold improvement costs, pre-opening advertising, and technology fees. It should be noted that, franchisors must to provide you with details about all upfront fees. These fees include those that are actually paid when signing the franchise agreement and commitments to fees you are required to pay.
How Star Brands Consulting Group Can Assist
At Star Brands Consulting Group, we provide expert guidance to help you navigate the franchising process with First Watch. Our team offers:
- Market Analysis & Research: We help you assess the viability of a First Watch franchise in your chosen location, conducting in-depth market research and competition analysis.
- Franchise Application Support: We guide you through the application process, ensuring your submission aligns with First Watch’s franchising requirements.
- Site Selection & Lease Negotiation: We assist in finding the ideal location for your restaurant and negotiating favorable lease terms.
- Business Setup & Launch: From securing permits to setting up operations, we’ll ensure you are fully prepared for a successful restaurant launch.
- Ongoing Operational Support: We continue to provide guidance and support once your restaurant is open, helping you fine-tune operations, marketing, and growth strategies.
Why First Watch?
First Watch has positioned itself as a leader in the breakfast and brunch space, tapping into the growing consumer demand for fresh, healthy, and innovative morning meals. The brand’s efficient business model and limited hours offer a unique work-life balance for franchisees, while its strong brand loyalty ensures steady customer traffic.
By franchising with First Watch, you’ll be part of a trusted brand that has redefined breakfast dining while operating a business that fits a modern lifestyle.
Ready to Explore a First Watch Franchise Opportunity?
If you’re interested in bringing the First Watch experience to your community, Star Brands Consulting Group is here to help. Our team of experts will walk you through every step of the franchising process, ensuring you have the tools and knowledge to build a successful First Watch restaurant.
Contact Star Brands Consulting Group today to learn more about this exciting opportunity and take the first step toward owning a top-tier breakfast and brunch franchise.