World
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.
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World
Celine Dion Makes Triumphant Comeback at Paris Olympics Opening Ceremony — Watch Full Performance
![Celine Dion Makes Triumphant Comeback at Paris Olympics Opening Ceremony — Watch Full Performance Celine Dion Makes Triumphant Comeback at Paris Olympics Opening Ceremony — Watch Full Performance](https://tvline.com/wp-content/uploads/2024/07/celine-dion-olympics-performance-video.jpg?w=650)
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World
95 Libyan nationals arrested in South Africa at suspected secret military training camp
![95 Libyan nationals arrested in South Africa at suspected secret military training camp 95 Libyan nationals arrested in South Africa at suspected secret military training camp](https://static.foxnews.com/foxnews.com/content/uploads/2024/07/South-Africa-Secret-Military-Camp.jpg)
South African police arrested 95 Libyan nationals in a raid on a suspected secret military training camp on Friday and authorities said they were investigating whether there were more illegal bases in other parts of the country.
The camp was discovered at a farm in White River in the Mpumalanga province, about 360 kilometers (220 miles) northeast of Johannesburg, police said.
ELEPHANTS KILL TOURIST IN SOUTH AFRICA AFTER HE TRIED TO GET CLOSE TO TAKE PICTURES
National police spokesperson Athlenda Mathe said in a post on the social media site X that the Libyans stated they had entered the country on study visas to train as security guards, but police investigations suggest they have received military training.
The Newzroom Afrika TV news channel broadcast pictures of the site of the arrests, showing a military-style camp with large green and khaki tents set up in a row. Dozens of men were seen lining up as they were arrested. They were wearing civilian clothing.
Local government official Jackie Macie said investigations were ongoing and the owner of the farm would be questioned. He said authorities received information that there were similar secret camps near two other towns in Mpumalanga province.
A camp where 95 Libyan nationals were arrested on suspicion of running an illegal military camp are seen lining up after their arrest on Friday, July 26, 2024 in White River, South Africa. Police say that 95 Libyan nationals were arrested on suspicion of receiving training at a secret military camp in the north of the country. (AP Photo/Bulelwa Maphanga)
The province borders neighboring countries Mozambique and Swaziland and is an area of concern for South African authorities with regards to illegal immigration.
Police and authorities have not said whether the camps are suspected of being connected to a particular group or conflict.
Macie said investigations would establish if there was a network of camps in South Africa and show “why they are here doing military training in our country.”
Police said the men may be linked to crimes reported in communities close to the farm in recent months.
“We have serious cases which have been opened with the police, including cases of rape and armed robberies, which complainants claim were committed by unknown foreigners who seem to be of Asian descent,” said police spokesman Donald Mdhluli.
“We take what we have found here today very seriously because we don’t know who was training them, what were they being trained for and why that training is happening here in South Africa. It may be a threat not only to South Africa but also to the entire southern Africa region.”
Police said the operation to arrest the Libyans and close down the camp began two days ago. Macie said the Libyan nationals had been in the country since at least April.
“The 95 individuals taken into custody are all Libyan nationals and are currently being questioned by the relevant authorities,” Mpumalanga acting provincial police commissioner Maj. Gen. Zeph Mkhwanazi said in a statement.
Mdhluli, the police spokesman, said the country’s security regulator had confirmed that the kind of training that appears to have been taking place at the camp was well beyond the scope of training for security guards.
“The kind of equipment we found here shows that there was intense military training taking place here. This was basically a military base.”
World
Passengers face long, uncertain wait at stations amid rail disruption
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A deliberate fire in a signal box about 60 km south of Lille caused the disruption on the northern high-speed line, with traffic halted around 5 a.m. local time on Friday.
Travel was severely disrupted in Lille on Friday, one of the stations affected by the sabotage that hit major French rail lines ahead of the Paris Olympics opening ceremony.
Many passengers waited with hope that soon turned to resignation.
“We’ve been waiting since 10:38 a.m. for the 11:38 a.m. train, and now we’re just waiting for it to arrive at 2:08 p.m.,” said Delphine, one of the stranded passengers.
“It’s still quite a delay, and we’ll be even later since we’re on a secondary route. I work in Avignon at 9 p.m., so it’s going to be very, very tight. We have a concert tonight — will it even happen? This is all very confusing, and we don’t understand what’s going on.”
For one traveller, this was a rough start to the holidays. “The worst case would be if the train is cancelled entirely and we have to buy new tickets for next week. It would shorten our already brief vacation. That would be a huge problem,” said Hippolyte.
When asked if he had been informed of the delays, Hippolyte said he received the notification just before departure.
“At around 10 a.m. this morning, we were told we were an hour late and would be leaving at 1 p.m.”
“It just keeps getting later as the day goes on. Every time we approach the new departure time, it gets pushed back another hour and a half, or half an hour each time.”
A deliberate fire in a signal box about 60 km south of Lille caused the disruption on the northern high-speed line. Traffic was halted around 5 a.m. on Friday.
The recent acts of sabotage on the rail network highlight that the Olympic Games are turning France into a prime target.
The attack disrupted the transport system on the opening day of the Games, causing delays of up to two hours or even cancellations that affected hundreds of thousands of passengers nationwide.
Authorities in Paris have said they are deploying substantial human resources to counter any threats and to ensure the safety of the events.
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