At First Watch, we believe in putting our customers first. We begin each morning at the crack of dawn, slicing and juicing fr ... esh fruits and vegetables, baking muffins and whipping up our French toast batter from scratch. Freshness is never compromised — as we use only the finest ingredients available for the freshest taste possible. When you arrive, we welcome you with a pot—not just a cup—of our exclusive Project Sunrise coffee, along with complimentary newspapers and WiFi Internet access. We want to provide every customer with an extraordinary dining experience. It's all part of our "YOU FIRST®" service philosophy—doing whatever it takes to make your visit memorable. OUR HISTORY Back in 1983, there was no breakfast restaurant–focused category, really. Then the original First Watch opened from 7 a.m. – 2:30 p.m. with the idea that people want a Breakfast, Brunch and Lunch restaurant that doesn't moonlight with steaks or anything else later in the day. Word about this fresh, new concept spread, and before long the daytime cafe became very popular and the idea of bringing the First Watch experience to other places was born. read more