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First Watch hires a chief transformation officer

Greg Barber joins the daytime-dining chain after nearly a decade with PepsiCo.
first watch storefront
Photograph: Shutterstock

First Watch, a major player in what’s become known as the daytime-dining segment, has hired business development veteran Greg Barber as its first chief transformation officer. 

Barber will be responsible for drafting the breakfast and lunch chain’s business development strategy. 

Previously, he spent nine years at PepsiCo, most recently leading global development of the company’s foodservice business. Earlier, he led strategy development for the company’s North American beverage operation.

“Our focus remains on evolving in thoughtful ways to ensure First Watch’s long-term relevance while delivering lasting results,” Chris Tomasso, First Watch’s CEO, said in a statement. “Greg’s extensive experience driving growth and leading strategic business development for global organizations is a welcome complement to our high-performing senior leadership team, and he brings a passion and energy that are already making an impact at First Watch.”

Greg Barber

Greg Barber

Barber reports to Tomasso.

First Watch consists of 370 units in 29 states, with restaurants open daily from 7 a.m. to 2:30 p.m. The chain recently spun off a new daytime-dining concept called Sun & Fork

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