Award-winning Breakfast, Brunch, and Lunch restaurant First Watch has signed a multi-unit franchise agreement with VIM Holdings to open five locations in the Raleigh-Durham market over the next four years.

VIM Holdings’ founder and president Robert Frame has more than 20 years of experience in the restaurant industry. Previously, he was COO of Apple Gold, an Applebee’s franchise with more than 130 locations spanning 6 states and headquartered in Raleigh, North Carolina. He has also held executive-level operations positions with LongHorn Steakhouse and Waffle House. The first restaurant is expected to open in late 2014 in the Raleigh market. Each restaurant will employ approximately 25 people.

“First Watch is an exceptional brand with an outstanding reputation for great service and excellent food,” Frame says. “We are extremely proud and enthused to be bringing the concept to the wonderful people of Raleigh.”

First Watch is known for delivering an excellent dining experience and fast, friendly service. A recipient of more than 200 “Best Of” accolades in markets across the country, the restaurant features traditional favorites including pancakes, omelets, salads and sandwiches, as well as signature specialties such as the Chickichanga, Healthy Turkey Omelet, and Fresh Fruit Crepes. All menu items are freshly prepared to order and the restaurant does not use deep fryers or heat lamps.

“Bob Frame is a proven restaurant operator with a tremendous amount of experience and success leading some great concepts,” says Ken Pendery, president and CEO for First Watch. “We look forward to working with Bob and his group to bring our unique fresh approach to Breakfast, Brunch, and Lunch to his home market of Raleigh-Durham.”


Casual Dining, Chain Restaurants, Industry News, Restaurant Design, First Watch