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Insider Q&A: CEO of fast-growing First Watch keeps the focus on breakfast

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Insider Q&A: CEO of fast-growing First Watch keeps the focus on breakfast

First Watch, a restaurant chain that serves breakfast, brunch and lunch, is rising – and shining.

The Bradenton, Florida-based chain, known for its fresh, seasonal ingredients and made-to-order menu, is one of the fastest-growing in its category in dollar sales and unit growth, according to market research firm Technomic.

Two restaurant veterans who were tired of working late nights launched First Watch in 1983 in Pacific Grove, California.

“So many concepts are devised in a boardroom or something like that. This was the complete opposite,” CEO Chris Tomasso said. “This was a bunch of guys who really wanted to be home every afternoon so they could golf.”

The company now has more than 500 U.S. locations in 29 states. But because each eatery is designed to blend into its community instead of from a corporate model, the restaurants often feel more like neighborhood hangouts than part of a chain, Tomasso said.

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Tomasso led marketing for Cracker Barrel and Hard Rock Cafe before joining First Watch in 2006. He talked to The Associated Press recently about building brands and why First Watch has no plans to expand beyond lunch. His comments have been edited for length and clarity.

Q. You say First Watch has retained its scrappy feel despite its growth. How do you accomplish that?

A. One thing I’ve been saying forever to our teams is, “If we can do it in one, we can do it in 100. If we can do it in 100, we can do it in 1,000.” And the reason that’s so important is because usually by the time concepts get to our size, they start to dumb down or do things differently, not realizing that the consumer will notice over time. You start outsourcing things. You say, “Well, it’s too much labor to make our pancake batter from scratch.” And we’ve stayed very true to that. I will tell you, there’s less expensive ways to do the things that we do, but we know what’s important to the consumer.

Q. What are some of the breakfast trends you’re seeing?

A. We started to see over the last five or six years this emergence of what we call “power breakfasts.” It’s so much easier for people to meet in the morning before they get to work and their day gets away from them. So that’s been a big shift for us. And what used to be a shoulder period between 10 a.m. and 11:30 a.m., with remote working and hybrid working and all those things, we’re starting to see all that fill up. And then, you know, the weekend brunch is just having its day, right? It’s been the only segment in the restaurant industry that has shown growth in the last five years.

Q. Some competitors have been trying to grow sales by expanding into dinner. Does First Watch plan to ever stay open past 2:30 p.m.?

A. We love our business model, and we love the employee proposition side of it too. It’s one shift a day. We do tremendous volumes in 7.5 hours. Our teams get to have a job in the hospitality industry that doesn’t have them work until all hours of the night. They make a great living. So I don’t see us expanding hours at all. Also, from a consumer standpoint, doing what we do establishes us as the authority in breakfast and brunch and lunch. We’re not trying to be all things to all people in any way, shape or form.

Q. You’re a marketer. How has the work you do changed over your career? Is it getting harder to reach customers with all the distractions they face?

A. The kind of marketer I consider myself to be is an inside-out brand builder versus an advertising focus. Which is great, because when I first joined, I didn’t have any money to do any advertising anyway. So it really was about evolving the concept and setting up the foundation for growth. We had three uniforms, four menus, all kinds of different things. There wasn’t a lot of consistency. And so in order for us to really grow, we had to unify the brand voice. There was a lot of work done around the menu, the music, every consumer touch point in the restaurant. Now, has marketing gotten harder or easier? I think it’s easier in that you can now reach a lot of people through social and digital without having to do TV and radio like you used to do. It’s also easier now to control the messaging. But I also think there’s challenges. If you make a misstep, it can be amplified a lot. So I think much more care and focus has to go into your messaging and your actions.

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On the South Lawn, a UFC fighter’s victory frames an unusual White House scene

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On the South Lawn, a UFC fighter’s victory frames an unusual White House scene

WASHINGTON (AP) — Mark Schiefelbein has been based in Washington, D.C., with AP for about three years, and before that spent a decade in Beijing at AP’s China bureau.

Here’s what he had to say about this extraordinary photo.

Why this photo?

This was an event that had never happened before in the 250-year history of the United States and may never happen again: a night of mixed martial-arts cage match brawls on the South Lawn of the White House, with bloodied competitors battling it out in front of the president, vice president, and other leaders of the country. AP had other photographers ringside at the event focusing more on the fights themselves. So I felt my role was to capture the context of the evening — the location, the people in attendance, the environment.

How I made this photo

A small group of other photographers and I, the White House press pool, had been allowed to photograph part of the evening from a position in the stands directly opposite the White House. I was carrying four cameras with a variety of lenses from 12 mm to 300 mm. This let me capture everything from ultra-wide views of the “claw” structure built for the fights, to close-ups of leaders and celebrities in attendance. I had been following Diego Lopes with my longest lens as he moved around the ring celebrating his win over Steve Garcia. When I saw him start to climb onto the cage, I immediately realized there might be a possibility of a picture like this and zoomed out to capture more of the scene.

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Why this photo works

The White House is surely one of the most recognizable buildings in the world. The columns of the South Portico, the fighter standing with arms and legs spread wide in celebration, and the octagon padding of the UFC ring tell an entire story as your eyes move from top to bottom of the frame. With Lopes standing with his back to the camera, facing the White House, it becomes less a photo of him and more about the evening, the event, and the spectacle. It was fortunate that it was after nightfall, so things that might have been distracting, like the Marine Band and spectators seated behind the ring, are mostly in the dark. Only the key elements – the White House, Lopes, and the ring are lit up.

For more extraordinary AP photography, click here.

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British Prime Minister Keir Starmer faces potential leadership challenge from newly-elected Andy Burnham

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British Prime Minister Keir Starmer faces potential leadership challenge from newly-elected Andy Burnham

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Andy Burnham has officially won his special election and regained a seat in Parliament, setting him up to challenge the deeply unpopular Keir Starmer as the leader of the Labour party and as prime minister.

Burnham, currently the mayor of Greater Manchester in northwest England, won a seat in Makerfield and came away with 55% of the vote in a field of more than a dozen candidates, according to The Associated Press. The runner-up was Rob Kenyon of Reform UK, a right-wing populist party, who received more than 9,000 fewer votes than Burnham.

Burnham last served as a member of Parliament in 2017 but strongly implied in his victory speech that he is returning with the intention to lead the United Kingdom.

“Everyone knows that politics isn’t working. Everyone can feel that the country isn’t where it should be. Tonight could, just could, be the turning point,” he said, according to the AP. “This result will bring about a country that works fairly for everywhere and for everybody.”

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TRUMP ALLY NIGEL FARAGE DEALS MAJOR BLOW TO STARMER IN LOCAL UK ELECTIONS AS RESIGNATION CALLS MOUNT

Britain’s Labour party candidate Andy Burnham speaks to supporters after the Makerfield by-election in Ashton in Makerfield, England, on Friday, June 19, 2026. (Jon Super/AP)

This special election, called by-elections in Britain, was unusually significant because the area’s Labour MP, Josh Simons, intentionally resigned to allow Burnham to win the seat and pursue leadership.

The potentially outsized impact of this election was juxtaposed with the strange scene that unfolded when all the candidates gathered on Friday morning to hear the results. Burnham stood in between an independent candidate dressed in a fox costume and another candidate known as “Count Binface”.

As his name suggests, “Count Binface,” whose real name is Jonathan David Harvey, was wearing a trash can on his head and regularly runs in U.K. elections to advocate for increased voter turnout.

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Starmer congratulated Burnham in a social media post on X, saying voters “chose Labour’s campaign of hope and optimism over division and hate.”

When asked about Burnham’s intentions to oust him as leader, Starmer said he will fight to remain prime minister, a position he has held for nearly two years.

“I’ve said repeatedly I’m not going to walk away from that,” Starmer told reporters.

Labour party candidate Andy Burnham, center, stands with other candidates on the podium at the Edge Wigan, awaiting the Makerfield by-election result announcement in Wigan, England, on Friday, June 19, 2026. (Jon Super/AP)

AS EPSTEIN-LINKED APPOINTMENT SPARKS BACKLASH, UK PM STARMER FACES PARTY REVOLT AMID RESIGNATION CALLS

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Starmer led the Labour party to a landslide victory in July 2024 and ever since, his popularity has been eroding thanks to a persistently high cost of living, an anemic economy and a scandal over his willingness to accept gifts from wealthy donors.

Last September, Starmer was slammed for appointing Peter Mandelson as the British ambassador to the United States, when it was known as early as 2019 that Mandelson had a friendship with convicted child sex offender Jeffrey Epstein. Following an enormous public backlash, Mandelson was quickly dismissed from his post.

With Starmer as leader, Labour is increasingly losing liberal-minded voters to the Green Party, while also facing stronger challenges by Reform UK, a Nigel Farage-led party that advocates against mass migration and in favor of tighter border controls. Farage, an ally of U.S. President Donald Trump, said he was disappointed by Burnham’s victory.

Burnham is expected to head to London to be sworn in as soon as Monday. Under the British parliamentary system, the governing party can hold leadership elections in the middle of the term. The winner of such a contest can become prime minister without there having to be a national election.

British Prime Minister Keir Starmer awaits Switzerland’s Federal President Guy Parmelin on the sidelines of the G7 summit, in Evian-les-Bains, France, on Tuesday, June 16, 2026 (Isabel Infantes/Pool Reuters via AP)

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Under Labour rules, a lawmaker can challenge the leader if they win the backing of a fifth of their party’s members in the House of Commons. Burnham has enough lawmakers on board to trigger a leadership contest, according to a report from The New Statesman.

According to the AP, Culture Secretary Lisa Nandy said Burnham and Starmer will “have a conversation about what comes next” in the next few days.

The Associated Press contributed to this report.

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‘Not our Europe’: Macron and Sánchez slam return hubs for migrants

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‘Not our Europe’: Macron and Sánchez slam return hubs for migrants

French President Emmanuel Macron and Spanish Prime Minister Pedro Sánchez have issued a blistering rebuke against deportation camps outside the European Union, setting their countries on a collision course with a growing political majority.

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During a summit on Friday, 19 leaders across the bloc signed a joint declaration calling to make “full use” of a new European law that enables the construction of so-called return hubs to host migrants whose asylum applications have been denied.

The coalition, led by Denmark and Italy, two fierce advocates of outsourcing, wants to “move forward with solutions based in third countries as soon as possible”.

But for Macron and Sánchez, this path runs counter to European values and risks squandering financial resources and undercutting relations with neighbouring Africa.

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“I am not sure that this is our Europe. I don’t know if these are the fundamental principles on which our Europe was built,” Macron said at the end of the summit on Friday.

“And I don’t think it’s effective, either. The proof is that I have not seen anyone make it work so far,” he went on, underscoring his strong dissatisfaction. (Italy has set up migration centres on Albanian soil but has fallen short of expected targets.)

“I have a lot of respect for anyone who wants to do it. I disagree, both pragmatically and in principle. I think it has nothing to do with European politics.”

Macron said his country was in favour of tougher laws to curb irregular arrivals but drew a red line on the physical transfer of migrants to faraway countries where they have never set foot. That possibility, long considered taboo, is allowed under a revamped Return Regulation described as the “strictest-ever” migration law.

“There is a question, in fact, around these famous return hubs in third countries. France does not support this policy. We are in favour of a more effective return policy. But first of all, I have never seen a return hub in a third country operate,” Macron went on.

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“I invite you to consider what it is (in practice): this means that people who do not want to return to their country of origin or who cannot get back to their country of origin will be pushed into a third country, which will accept them in return for money.”

Macron mocked the jargonistic term “innovative solutions” that proponents of migration offshoring often use in their public communication and challenged the notion that host countries would respect human rights in exchange for financial incentives.

“I am a big supporter of innovation in my country,” he said, saying he would later attend the Vivatech festival in Paris. “But I am always very careful when talking about innovation in values and human rights. Allow me to have that reservation.”

Meanwhile, Sánchez, a vocal critic of the measures, said the deportation camps would be an “absolutely inefficient” and “worthless” response to irregular migration.

“It’s a mirage, if you will, that it will simply waste economic resources, and Europe doesn’t have many,” the Spaniard said after the summit in Brussels.

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“Secondly, it sends a wrong message to those countries of origin and transit with which we should be collaborating, cooperating and showing empathy towards.”

Macron echoed Sánchez’s reputational concerns and insisted he would not allow EU funds to be used in any capacity to build the deportation camps, which are “neither effective nor do they correspond with our principles”.

“Sometimes, we hear one or the other (country) advocate policies with the African continent, so good luck defending our credibility on these continents by explaining that we will use the money for investments to build return hubs on their continents,” he said.

“What world do we live in?”

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