Knoxville Firm Adds Third Restaurant Concept, Expands into Chattanooga and Plans Fountain City Restaurant

Capstone Concepts, a Knoxville-based company that owns and operates restaurants, is in growth mode.

“We’re growing both by building and opening new restaurants and by acquiring existing restaurants,” said James Geib, COO of Capstone Concepts.” It really is the ideal situation.”

Capstone Concepts is probably best known for operating the First Watch restaurants in Turkey Creek and on Bearden Hill as well as the Mr. Gatti’s Pizza restaurants in Halls and Maryville.

In June of this year Capstone opened the Bearden Hill First Watch, a brand that serves breakfast, brunch and lunch and is now planning a new First Watch for Fountain City.

“North Knoxville and Knox County continue to grow and we believe thiswill be an excellent new location,” said Geib. “We will be right on Broadway in the heart of Fountain City and look forward to becoming part of this well-established/historic community.

First Watch Corporate based in Bradenton, Florida recently purchased The Egg and I, another breakfast, brunch and lunch brand. That offered Capstone an opportunity. This does not make sense?

“We are purchasing The Egg and I on Lovell Road, in Bearden and in Chattanooga,” said Nadim Jubran, Marketing and Business Development Manager of Capstone. “Both Lovell Road and the Chattanooga location, on Gunbarrel Road, will be converted to First Watch, with our popular new Urban Farm theme. The Bearden location will remain as The Egg and I, but under Capstone Concept management.

That makes a difference, because Capstone is focused on relationships and the team at each facility.

“Our philosophy is easily said but what makes any company different is the execution piece says Geib. “we are a hands-on team that believes integrity comes first. Our customer focus,

management controls, and relationships drive our growth and build successful restaurant brands.”

The firm is set on continuing to grow strategically with plans to open additional First Watch restaurants not only in Knoxville, but in Chattanooga, Tri-Cities and Asheville, North Carolina.

“First Watch is the premier brand in its field,” says Jubran. “And the—breakfast, brunch and lunch—is among the fastest growing in the industry. We’re excited about the opportunities ahead.”