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Award-Winning Brunch Spot to Open in Jonhson City

The daytime café will open on Monday, October 23

JOHNSON CITY, Tennessee – October 10, 2017 – First Watch, the popular breakfast, brunch and lunch restaurant with four Knoxville locations, today announced that it will open its first Tri-Cities restaurant on Monday, October 23. The new 3,200-square-foot eatery will open at 7 a.m. at 1150 W. State of Franklin Road, Suite 20, and will employ about 30 people. In conjunction with the First Watch opening, Knoxville-based franchise group Capstone Concepts, LLC will donate all money raised from a pre-opening event to charity. Proceeds from the event at the company’s new Johnson City restaurant, known as First Watch University Commons, will be donated to United Way of Washington County.

The United Way of Washington County Tennessee fights for the health, education and financial stability of every person in the area. All funds raised stay in Washington County and are used to create a healthier community by caring for children and preparing them to succeed, enabling adults to become and remain self-sufficient, supporting seniors with dignified options and responding during times of crisis.

“We’ve had our sights set on Johnson City for quite some time, and we’re so grateful for the opportunity to bring First Watch here,” said James Geib, chief operating officer for Capstone Concepts, LLC. “All of our managers are from Johnson City, and they and team they have put together are enthusiastic and ready to serve this great community in more ways than one. We support that and look forward to supporting United Way of Washington County in conjunction with our new First Watch opening.”

First Watch’s curated menu takes an elevated approach to traditional and innovative offerings made to order using farm fresh ingredients. It includes crave-able items such as Avocado Toast, Smoked Salmon Eggs Benedict, Farm Stand Breakfast Tacos and Lemon Ricotta Pancakes. The new restaurant offers healthy, flavorful favorites like house-made granola and pico de gallo, organic greens, house-roasted vegetables, cage-free eggs and 100% fresh-squeezed orange juice as well as more indulgent, traditional breakfast, brunch and lunch offerings. First Watch in Johnson City also offers options from the restaurant’s Fresh Juice Bar – including the best-selling Kale Tonic – juiced in-house daily using only the highest quality fruits and vegetables.

The new restaurant will open with First Watch’s latest interior design, which combines farm fresh elements with a high-energy, urban vibe.

Knoxville-based Capstone Concepts, LLC currently owns and operates five First Watch restaurants, two Gatti’s Pizza restaurants, as well as one The Egg & I restaurant.

First Watch serves its entire menu seven days a week from 7 a.m. until 2:30 p.m. The restaurant also offers customers complimentary newspapers and free Wi-Fi Internet access.About First Watch
First Watch specializes in award-winning, made-to-order Breakfast, Brunch and Lunch. A recipient of more than 200 “Best Breakfast” and “Best Brunch” accolades, First Watch offers traditional favorites, such as omelets, pancakes, sandwiches and salads, and unique specialty items like Quinoa Power Bowls, Avocado Toast and the Chickichanga. First Watch was recognized as one of Nation’s Restaurant News’ 2017 Second 100 restaurant brands, and was named the 2016 top Family Dining restaurant by Consumer Reports and a 2015 Top Consumer Pick by Nation’s Restaurant News. First Watch is the largest and fastest-growing daytime-only restaurant concept in the United States with more than 300 restaurants in 26 states, including more than 220 First Watch restaurants, 80 The Egg & I restaurants and one Bread & Company restaurant in Nashville. For more information, visit

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