Placing No. 16 in our ranking of 28 popular breakfast chains from worst to best, First Watch is a casual dining establishment specializing in breakfast, brunch, and lunch dishes. Named after an old sailor term referring to the first shift of the day, the restaurant opened in Pacific Grove, California, in 1983, but it hasn't always been smooth sailing.

While First Watch has been around for decades, it lacks the name recognition of mainstream breakfast establishments like IHOP and Denny's. Additionally, a dip in store sales and declining customer traffic in 2024 was a source of real concern in light of consumer complaints that dining out has become prohibitively expensive. However, the chain resisted offering discount promotions to bring in more patrons over concerns about the long-term impact.

First Watch CEO Chris Tomasso told Nation's Restaurant News in 2024 that slashing prices may boost traffic, but the restaurant views this tactic as "sacrificing margin from loyal customers while also attracting temporary discount-motivated customers with low recurrence rates." The chain's careful strategy has apparently paid off, as First Watch is back on the rise again, hitting the $1 billion mark in 2024 for the first time since its opening. First Watch also launched 50 new locations that year — bringing the total to 572 — with the goal of eventually operating 2,200 restaurants in the U.S.

What makes First Watch so appealing to diners?

First Watch's founders wanted to create a community-oriented eatery that offered quality meals to patrons while also supporting the staff, as service industry workers are often run ragged due to long hours. This staff-centered philosophy explains why many First Watch locations close at 2:30 p.m. — this gives employees more time to spend with their loved ones outside of work.

Along with its innovative dining concept, this restaurant is also beloved for the quality of its dishes. First Watch locations throughout the U.S. have consistently high ratings on Tripadvisor. After visiting one such restaurant in Phoenix, Arizona, a Tripadvisor reviewer wrote, "Fast friendly service and our food was delicious ... My husband had the bacon and he said it was done perfectly."

Thanks to a focus on seasonal ingredients, diners are treated to a menu replete with fresh fruit and vegetables, egg dishes, pancakes, breakfast bowls, sandwiches, avocado toast, and more. Back in 2023, we counted First Watch among the breakfast chains you're about to see everywhere (along with The Toasted Yolk and Turning Point), and it's heartening to see that the rising restaurant is proving popular with breakfast-loving patrons again.