First Watch
Innovation Strategy / Recipe & Product Development / Business Strategy
What are the results of working with TCE for over a decade? In this case, being crowned America’s Favorite F&B Brand.
100+
NEW RECIPES
+35%
SYSTEM-WIDE SALES VS.
PRE-PANDEMIC
#1
RESTAURANT BRAND
(MARKET WATCH)
At 400+ restaurants, First Watch is one of the most successful and fastest growing family dining franchises in the USA. The Culinary Edge has worked with First Watch for the past decade across almost every facet of the brand, from the core menu offering to guest experience and promotional offering.
But this success was hard-earned and we at TCE have witnessed their transformation first hand.
When our partnership began, First Watch has ambitious growth goals and new acquisition targets, but suffered from a solid, but dated offering that was ripe for reinvention. TCE sought to create new, unexpected possibilities that used First Watch’s existing culinary DNA and sound operational foundations. Today, First Watch is a trend-setting leader of F&B innovation.
The Opportunity.
Our Activities.
With careful refinement, we leveraged the brand’s strong DNA to evolve the offering and attract new guests, while retaining loyal followers. We bridged the gap between crave-able staples and health and freshness to bring pioneering products to market like the brands award-winning fresh juice program and instagram-favorite Avocado Toast.
We’ve overhauled almost every aspect of the offering, from plateware and presentation for enhanced freshness cues to evolved cooking techniques and sourcing practices that have led to a fundamentally redefined and more compelling core product.
We haven’t stopped scouring the marketplace for the next hot breakfast and brunch trends. Our annual market safaris and quarterly product R&D projects have lead to a robust pipeline of award-winning products positioning the brand as a leader in culinary innovation which have resulted in massive YOY sales.
“The TCE team is very much an extension of our culinary team - their exceptional insights, creative and thorough approach to presentations and unique perspective on all things industry-related provide us with the tools needed to continue leading the pack on many fronts.”
Our Results.
Evolution never ceases and First Watch differentiates and grows faster than its competition. The Watermelon Wakeup was Datassential Scores August 2020 winner of best new LTO with top performing guest feedback for purchase intent and uniqueness.
Our work in evolving the First Watch offering has led to MenuMasters awards, the creation of a top-selling cookbook and the once dated brand landing on the cover of leading industry publications and news stories. We couldn’t be more proud of our clients - nay friends - at First Watch.
