First Watch Restaurant Group, Inc. is a daytime dining concept company. The Company is engaged in serving made-to-order breakfast, brunch and lunch using fresh ingredients. Its menu includes elevated executions of classic favorites alongside specialties, such as its Quinoa Power Bowl, Lemon Ricotta Pancakes, Chickichanga, Morning Meditation fresh juice and signature Million Dollar Bacon. It operates and franchises restaurants in 29 states operating under the First Watch trade name, which are focused on made-to-order breakfast, brunch and lunch. It uses a variety of marketing channels, including affiliate partnerships, social media interactions, digital marketing, direct mailers, public relations initiatives and local community sponsorships, e-mail communications, promotions and partnerships. The Company operates restaurants through its wholly owned subsidiary, First Watch Restaurants, Inc., and is a franchisor through its wholly owned subsidiary, First Watch Franchise Development Co.