Beverage

First Watch adds a drinks menu

The breakfast, brunch and lunch concept plans to have the new listing in half its stores by year’s end.
First Watch
Photograph courtesy of First Watch

The First Watch daytime-only restaurant chain is adding alcohol to its breakfast, brunch and lunch menu.

The 400-unit operation is projecting that the new cocktail menu will be available from half the chain by the end of 2020. About 100 locations are currently offering the drinks, according to management.

“Brunch is an occasion to relax and connect with friends, and cocktails have become synonymous with that experience, so it wasn’t long before our customers began asking for them,” CEO Chris Tomasso said in a statement. “We crafted a program that delivers more than your basic brunch beverages or bottomless offerings, but really elevates the overall brand experience.”

The brand is touting the drinks’ in-house preparation from fresh fruits and vegetables as a point of differentiation.

The drinks menu marks the 37-year-old concept’s entry into the adult-beverage market. A number of competitors, including Snooze and Another Broken Egg, have enjoyed strong morning and midday sales from their cocktail lineups.

First Watch’s cocktails include Cinnamon Toast Cereal Milk, a drink made with coconut rum, cold-brewed coffee, coconut milk and agave nectar; Pomegranate Sunrise, a tequila sunrise made with pomegranate juice; and Vodka Kale Tonic, made with juiced kale, Fuji apple, English cucumber and lemon.  Several classic cocktails are also offered.

First Watch operates in 29 states. Its units are typically open from 7 a.m. to 2:30 p.m. 

Members help make our journalism possible. Become a Restaurant Business member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.

Multimedia

Exclusive Content

Workforce

Restaurants have a hot opportunity to improve their reputation as employers

Reality Check: New mandates for protecting workers from dangerous on-the-job heat are about to be dropped on restaurants and other employers. The industry could greatly help its labor plight by acting first.

Financing

Some McDonald's customers are doubling up on the discounts

The Bottom Line: In some markets, customers can get the fast-food chain's $5 value meal for $4. The situation illustrates a key rule in the restaurant business: Customers are savvy and will find loopholes.

Financing

Ignore the Red Lobster problem. Sale-leasebacks are not all that bad

The decade-old sale-leaseback at the seafood chain has raised questions about the practice. But experts say it remains a legitimate financing option for operators when done correctly.

Trending

More from our partners