First Watch Restaurants Inc. has named Greg Barber to the new role of chief transformation officer, the company said Tuesday.
The Bradenton, Fla.-based breakfast-lunch brand said Barber, a former PepsiCo executive, would lead strategy development and report to Chris Tomasso, First Watch’s president and CEO.
“As we move further into 2020, we continue to refine our strategic growth plans and invest in people and platform infrastructure to support our upward trajectory,” said Tomasso in a statement. “Our focus remains on evolving in thoughtful ways to ensure First Watch’s long-term relevance while delivering lasting results.”
Prior to joining First Watch, Barber, left, spent nine years working for PepsiCo Inc. in Purchase, New York, where he led strategy development for the North American beverage division before ultimately leading the company’s global business development in the foodservice space.
Previously, Barber served as president of the TCBY frozen yogurt brand, a division of Mrs. Fields Famous Brands, and worked for various private equity and strategy consulting firms including Bain & Company.
First Watch, which operates seven days a week from 7 a.m. until 2:30 p.m., has more than 370 restaurants in 29 states and is majority owned by Advent International, a private-equity firm.
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