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First Watch has promoted Matt Eisenacher into the new role of chief brand officer.

First Watch names Matt Eisenacher as chief brand officer

Daytime breakfast restaurant brand creates new role and promotes company veteran into position

First Watch Restaurant Group Inc. has promoted Matt Eisenacher to the new role of chief brand officer, the company said Wednesday.

The Bradenton, Fla.-based daytime breakfast brand said Eisenacher previously served as senior vice president of brand strategy and innovation.

First-Watch-Matt-Eisenacher-Chief-Brand-Officer.jpg“Matt is a proven leader who shares our values, understands our mission and believes in our vision, and we could not be prouder to have him take on the role of chief brand officer,” said Chris Tomasso, First Watch CEO and president, in a statement.

“For the past four years,” Tomasso said, “Matt has proven to be an invaluable part of this team. His leadership and marketing expertise have helped us significantly deepen awareness of the First Watch brand across generations while also raising the bar on how First Watch shows up in the lives of our customers.”

At First Watch, Eisenacher has overseen a variety of initiatives that have elevated the brand, including evolving the company’s digital touchpoints to enrich customer experiences and transforming seasonal, limited-time menu launches into national brand moments.

Prior to joining First Watch in 2019, Eisenacher served as chief concept officer for Piada Italian Street Food, a fast-casual Italian restaurant concept. He also spent 10 years in the consumer-packaged goods (CPG) industry with brands including Nestle USA and Abbott Nutrition. Eisenacher began his career in financial services and business recovery at PricewaterhouseCoopers LLP.

“At First Watch, I’m fortunate enough to help guide a brand that offers endless inspiration thanks to our relentless commitment to innovation and excellence, all reasons why I am honored to be part of this team,” Eisenacher said. “I am excited to build on our unique daytime occasion while encouraging more people to discover First Watch and what makes it one of the most beloved restaurant brands in the country.”

For the second quarter ended June 25, First Watch reported net income increased to $8 million, or 13 cents a share, up from $2.7 million, or 5 cents a share, in the prior-year period. Revenues of $216.3 million were up 17.3% from $184.5 million.

First Watch has more than 490 restaurants in 29 states.

Contact Ron Ruggless at [email protected]

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