First Watch names Paul Hineman CFO

First Watch Restaurants Inc. has named Paul Hineman its next chief financial officer, the company said Wednesday.

Hineman, who was most recently executive vice president of the National Restaurant Association, will assume the position on July 8. He replaces Ken Cruley, who left to “pursue other opportunities,” the company said.

In his role as chief financial officer, Hineman will oversee the full-service breakfast and lunch concept’s financial strategy and management.

Hineman has previously held senior finance and accounting positions at Planet Hollywood International Inc. and Cracker Barrel Old Country Store Inc., First Watch said in a statement.

“With Paul’s experience…he will be a welcome addition to our executive team,” said First Watch chief executive Ken Pendery in a statement. “It’s no secret that we’ve been expanding rather rapidly throughout the U.S., and we expect that growth to continue. Paul will help maintain strong financial management as we move forward.”

First Watch has aggressive expansion plans. It opened 10 new restaurants in 2011, 10 new units in 2012 and plans to open 20 more locations in 2013. By 2017, it plans to have nearly 300 restaurants systemwide.

Bradenton, Fla.-based First Watch Restaurants Inc. has more than 100 units in 15 states.

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