First Watch has unveiled a new, more modern look for its restaurants that is intended to improve the atmosphere and drive traffic, the company said.
The Bradenton, Fla.-based breakfast-and-lunch concept, which has more than 90 units, unveiled the new interior design three weeks ago. Called “Connect,” the new look includes improved lightning, bright colors, deep-tone laminate wood flooring, modern artwork and community tables.
First Watch rolled out the new design at six remodeled units in the Columbus, Ohio, market and at three new restaurants that were opened in Nashville, Tenn.; Jacksonville, Fla.; and Solon, Ohio.
All new restaurants and remodeled units will feature the Connect design.
“It’s part of our effort to keep our brand fresh and relevant,” said Chris Tomaso, chief marketing officer at First Watch.
“It’s the introduction of bold colors and wood floors and stained concrete and a move away from carpet,” he said. “It’s a fresh, airy and bright feeling when you walk in.”
First Watch initiated the interior redesign after customers told the company that the atmosphere didn’t match the quality of the food and service, Tomaso said.
“We wanted a more modern finish,” he said. “We modernized the host counter where you have the first and last impressions and added dropped-down ceiling treatments with modern lighting.”
First Watch also added soft seating and a table in the lobby, where customers are treated to free coffee and newspapers, offering a more comfortable setting while customers wait to be seated, he said.
Tomaso declined to say how much the Connect look costs, but said, “Obviously, we feel it’s a valuable investment.”
The brand also has plans to expand into new markets, including Indianapolis in early 2012 with a second restaurant to open there later in the year. It also has plans for five to six additional restaurants in the Indianapolis area over the next two to four years.
First Watch has recently opened new restaurants in Oklahoma City, Nashville and Milwaukee, and expects to grow to 115 restaurants by the end of 2012.
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