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First Watch Shakes Things Up, Adds Alcohol to Bearden Hill

The brunch restaurant on Bearden Hill will be the second in the area to serve cocktails

KNOXVILLE, Tennessee – September 11, 2020  – First Watch, the 37-year-old Florida-based breakfast, brunch and lunch concept which made its Knoxville debut in 2013, announced today, that it will be introducing crafted alcoholic brunch cocktails to its Turkey Creek restaurant. The  eatery on 11682 Parkside Dr. will start offering the new beverages on Monday, September 14th.

First Watch as a brand has seen meaningful success throughout a test of the cocktail program and has begun incorporating bars into new restaurants, while retrofitting others. East Tennessee franchise group Capstone Concepts is taking the opportunity to update the First Watch in Turkey Creek by adding a bar. The franchise group owns and operates eight First Watch restaurants in the East Tennessee region; Knoxville (4), Chattanooga (3) and Johnson City (1).

At First Watch, customers can find chef-driven breakfast, brunch and lunch options from 7am to 2:30 pm.

”We are confident our curated beverage program will appeal to both new customers and folks who have been dining at First Watch for years,” Said James Geib, COO of Capstone Concept based in Knoxville, TN. “Since day one, we have had guests ask about Mimosas and Bloody Marys. We couldn’t be more excited to finally offer those classic brunch beverages along with our other signature crafted cocktails at our Turkey Creek restaurant.”

First Watch fans visiting the updated restaurant in Turkey Creek will notice some things are looking a little different. When walking into the 3,800-square-foot restaurant, they’ll encounter elements not yet seen in other First Watch restaurants in our area including a bar/beverage counter, serving unique alcoholic brunch cocktails like a Vodka and Kale Tonic – a variation of the restaurant’s popular Kale Tonic beverage, juiced fresh daily. Classic brunch cocktails like Mimosas and Bloody Marys are also available, along with intriguing recipes like the Cinnamon Toast Cereal Milk.

“We believe when alcohol is done well and responsibly, it can be a value add to our unique take on Breakfast, Brunch and Lunch and not diminish what First Watch has worked so hard to build for over more than 35 years,” said Nadim Jubran, Vice President of Capstone Concepts, LLC. “We heard from our guests, many of whom felt cocktails were an integral part of the Brunch experience, and we are confident this won’t disappoint.”

The updated interior of First Watch in Turkey Creek is bright and maximizes the abundant daylight that enters the dining room. It builds upon First Watch’s Urban Farm design prototype with the addition of warm blue tones, quartz countertops and a subway tile backsplash.

The First Watch in Turkey Creek will be the first, of the eight in East Tennessee to offer the new drinks and bar seating. Capstone is looking to expand the new bar addition to their remaining stores in the near future. Until then, customers can still find chef-driven breakfast, brunch and lunch options at First Watch. The concept’s revolving seasonal menus have included items like a Braised Short Rib Benedict, the Cornbread Carnitas Breakfast Bowl and Lemon Blueberry Quinoa Pancakes, in addition to seasonal juices, pressed daily from only the highest quality fruits and vegetables. First Watch also offers traditional breakfast, brunch and lunch items like omelets, pancakes, salads and sandwiches. The Daytime Cafe continues to greet customers with its socially responsible and award-winning Project Sunrise coffee, which supports an independent group of female farmers in Huila, Colombia.

First Watch serves its entire menu seven days a week from 7 a.m. until 2:30 p.m.About First Watch
First Watch specializes in award-winning, fresh breakfast, brunch and lunch made from high quality ingredients. A recipient of more than 300 local “Best Breakfast” and “Best Brunch” accolades, First Watch offers traditional favorites, such as pancakes, omelets, sandwiches and salads, alongside specialty items like Quinoa Power Bowls, Avocado Toast and the Chickichanga. First Watch was recognized as Nation’s Restaurant News’ top Consumer Pick in the breakfast category as well as the coffee category for its Project Sunrise coffee program in 2019. It was also named one of TripAdvisor’s Best Restaurant Chains for 2019 and one of Business Intelligence Group’s Best Places to Work in 2018. First Watch is the largest and fastest-growing daytime-only restaurant concept in the United States with more than 400 First Watch restaurants spanning across 29 states. For more information, visit

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