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

abcnews.go.com:

A U.S. restaurant chain that only serves breakfast, brunch and lunch is keeping its original recipe for success as it evolves in response to changing work patterns

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.

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,