First Watch, the award-winning breakfast, brunch and lunch restaurant company, has announced plans to debut in Chantilly, Virginia, its second restaurant in the state of Virginia, by the end of 2012.

The new 4,185 sq. ft. restaurant will be located at 13027 Lee Jackson Memorial Highway, in the Greenbriar Town Center.

Currently, First Watch operates restaurants in Fairfax, Virginia, Pikesville, Maryland, and Rockville, Maryland. This new expansion will bring the number of First Watch restaurants in the Washington, D.C., area to four. The readers of Virginia Living magazine recently voted First Watch as one of the “Best Breakfast Restaurants in Northern Virginia.”

“We’re very excited to continue our expansion in the D.C. market,” said Chris Tomasso, chief marketing officer for First Watch. “Our award-winning brand of breakfast, bruch and lunch has strong support in the area and we expect our Chantilly restaurant to continue that tradition.” 

The newly opened restaurant will feature a new interior design concept known as “Connect.” Unveiled in the fall of 2011, it currently appears in newly opened restaurants in Nashville, Tennesse, Jacksonville, Florida, Solon, Ohio, Sarasota, Florida, as well as in remodels of six existing First Watch restaurants in the Columbus, Ohio market.  

It “connects” traditional First Watch design elements with contemporary executions by maximizing natural light provided during the restaurant’s daytime hours, and incorporating color tones intended to convey the warm and inviting personality of the First Watch brand. The design also accentuates an open-kitchen concept, which reinforces First Watch’s honest approach to fresh food preparation.


Industry News, NextGen Casual