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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.
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.
World
Lionel Messi accused of breaching $7 million contract by sitting out a Florida soccer friendly
MIAMI (AP) — Lionel Messi is being sued by a Miami-based event promoter who says the soccer icon violated terms of a $7 million contract by missing an exhibition match last year.
Vid Music Group filed the lawsuit for fraud and breach of contract against Messi and the Argentine Football Association in Miami-Dade circuit court last month, according to court records.
Messi and the AFA didn’t immediately respond to messages seeking comment.
Considered one of the greatest soccer players ever, Messi appears with both his Major League Soccer club Inter Miami and Argentina’s national team, and fans routinely pay much higher prices for the chance to see him play.
According to the lawsuit, Vid signed a deal with the AFA last summer for exclusive rights to organize and promote Argentina’s friendlies last October against Venezuela and Puerto Rico in exchange for ticket, broadcast and sponsorship revenue. Vid claims that Messi was supposed to play for at least 30 minutes in each match, unless he was injured.
The 38-year-old Messi watched Argentina’s 1-0 win against Venezuela on Oct. 10 from a suite at South Florida’s Hard Rock Stadium, according to the lawsuit.
The next day, Messi scored two goals in Inter Miami’s 4-0 MLS win over Atlanta. That match was important to Inter Miami, since it gave them home-field advantage for Round 1 of the playoffs.
Then, on Oct. 14, Messi played in Argentina’s 6-0 win over Puerto Rico. That game was originally supposed to take place in Chicago, but low ticket sales in the city where Immigration and Customs Enforcement agents were making more than 1,000 arrests led organizers to move the game to Florida. AFA blamed the immigration crackdowns when the smaller venue in Fort Lauderdale didn’t sell out, even after ticket prices were reduced to $25 each.
Vid hasn’t specified damages they’re seeking in the lawsuit, but they claim they lost millions between Messi failing to appear in one game and low ticket sales at the other.
World
Allies rush thousands of drones to Ukraine as Russia unleashes deadly missile barrages
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Ukraine’s allies pledged a massive new military aid package Wednesday, including 120,000 drones from the U.K., after Russia launched hundreds of drones and ballistic missiles in fresh overnight strikes.
The commitments came as Kyiv warned of escalating Russian bombardments and urgently pressed for more air defenses.
Russia launched 324 drones and three ballistic missiles at Ukraine overnight Wednesday, Ukrainian officials said, part of a broader surge in aerial assaults, according to Reuters.
Russian strikes hit more than a half a dozen areas of Ukraine behind the front line on Tuesday and Wednesday, The Associated Press reported.
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Ukrainian President Volodymyr Zelenskyy is turning battlefield innovation into bargaining power, offering anti-drone systems to Middle Eastern allies while seeking more air defense support as the war with Russia drags into its fourth year. (Atta Kenare/AFP)
Between November and March alone, Moscow fired roughly 27,000 Shahed-type drones, nearly 600 cruise missiles and 462 ballistic missiles, according to Ukrainian Defense Minister Mykhailo Fedorov.
“Every day we need air defense missiles — every day Russia continues its strikes,” Zelenskyy said in a post on Telegram.
The latest attacks struck multiple regions behind the front lines, killing an 8-year-old boy in the central Cherkasy region and injuring a woman in southern Zaporizhzhia, according to Ukrainian officials.
RUSSIAN ATTACK ON KHARKIV WIPES OUT YOUNG FAMILY, LEAVING PREGNANT MOTHER AS SOLE SURVIVOR
Firefighters put out the fire in a multi-story apartment building after a Russian missile attack in Kharkiv, Ukraine, March 7, 2026. (Andrii Marienko/AP)
The war, which began with Russia’s full-scale invasion in February 2022, has now stretched beyond three years.
Defense leaders from about 50 countries met virtually Wednesday to coordinate military aid and boost weapons production and especially air defense systems.
The session was led by German Defense Minister Boris Pistorius and British Defense Secretary John Healey, with NATO Secretary General Mark Rutte also present. The United States was represented by Under Secretary of Defense for Policy Elbridge Colby.
RUSSIA LAUNCHES RECORD MISSILE BARRAGE AGAINST UKRAINE ONE DAY BEFORE PEACE TALKS SET TO RESUME IN ABU DHABI
The remains of a Russian-made, Iran-designed Shahed-136 drone, known in Russia as a Geran-2, are displayed with other recovered drones, glide bombs, missiles and rockets in Kharkiv July 30, 2025. (Scott Peterson/Getty Images)
Several countries also announced new contributions to Ukraine. Germany and Ukraine agreed on a 4 billion euro ($4.7 billion) defense package, while Norway pledged 9 billion euros (about $10.6 billion) in assistance.
The Netherlands said it will spend 248 million euros ($293 million) to produce drones for Ukraine. The United Kingdom pledged 120,000 drones.
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Russia pushed back on the expanded support, warning that European efforts to boost drone production for Ukraine risk deepening their involvement in the conflict.
The Russian Defense Ministry said the decision by European countries to supply drones to Ukraine was leading to an escalation of the military-political situation and a “creeping transformation” into Ukraine’s strategic support base, TASS reported.
World
Brazil’s police open a probe into presidential candidate Flavio Bolsonaro
Brazil’s Supreme Court has ordered a probe into whether right-wing presidential candidate Flavio Bolsonaro issued defamatory statements about his election rival, President Luiz Inacio Lula da Silva.
On Wednesday, a decision from Justice Alexandre de Moraes was published, allowing the Federal Police to proceed with an investigation into posts Bolsonaro published in January.
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Bolsonaro, at the time, responded to news that the United States had abducted Venezuelan President Nicolas Maduro with insinuations linking Lula to crimes.
“Lula will be exposed,” Bolsonaro posted on the social media platform X, with screenshots of a handcuffed Maduro and an article about Lula.
He then predicted that the left-wing alliance known as the Sao Paulo Forum would collapse in scandal.
“It is the end of the Sao Paulo Forum: international drug and arms trafficking, money laundering, support for terrorists and dictatorships, rigged elections,” Bolsonaro wrote.
There are limitations to the freedom of speech in Brazil, and under its penal code, defamation can be a criminal offence. Prosecutors have the option of seeking heightened penalties for defamation against presidents or heads of state.
The Federal Police have a period of 60 days to carry out their initial investigation.
But in a statement to local media, a spokesperson for Bolsonaro, a senator for Rio de Janeiro, denounced the probe as a violation of his rights.
“The senator limited himself to reporting facts and detailing crimes for which Nicolas Maduro was arrested and is being prosecuted internationally,” the statement said, adding that there was no “direct criminal accusation against” Lula.
Bolsonaro and Lula are currently in a neck-and-neck race for the presidency ahead of October’s general election.
A poll released this week from the research firm Quaest shows Lula slightly ahead in the first round of voting, with 37 percent of the vote compared with Bolsonaro’s 32 percent.
But if the race proceeds to a run-off, the frontrunner flips. Bolsonaro polls slightly ahead in a one-on-one contest against Lula, netting 42 percent support compared with the incumbent’s 40 percent.
The poll has a margin of error of about 2 percent, though, meaning the results are not conclusive. There is also nearly five and a half months until the first round of voting on October 4.
Both Bolsonaro and Lula are well-known quantities in Brazil’s political sphere.
For the 80-year-old Lula, this year’s race will see him run for a fourth term in office. Previously, he served as president from 2003 to 2011, and then he ran again in 2022, defeating Senator Bolsonaro’s father, Jair Bolsonaro, the incumbent president that year.
The elder Bolsonaro is currently serving a 27-year prison sentence for attempting to subvert the results of that election.
The margins were tight in the 2022 run-off, and then-President Bolsonaro refused to concede defeat, instead suggesting that there were “malfunctions” in the electronic voting machines that favoured Lula.
His supporters took to the streets to protest his loss, blockading roads and attacking police headquarters in the capital, Brasilia.
The unrest culminated in an attack on January 8, 2023, against government buildings in the capital, which was seen as an attempt to trigger a military uprising against Lula’s leadership.
Former President Bolsonaro was later convicted in September 2024 of plotting to stay in power, with prosecutors presenting evidence that he and his allies explored options including calling a new election and assassinating Lula.
The former president has denied wrongdoing and accused his adversaries of a political witch-hunt.
In December, his eldest son, Flavio, 44, entered the 2026 presidential race with his father’s endorsement. He has suggested he would seek his father’s freedom as part of his campaign.
Earlier this year, Lula vetoed a bill that would have lowered Jair Bolsonaro’s prison sentence. He has denounced his predecessor’s actions as a coup attempt.
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