First Watch will introduce a new menu, including a juice bar, and a farm-themed design at its 133rd location, slated to open Monday in Phoenix.
The restaurant, which will be in Phoenix’s Camelback East Village, will feature a new “Urban Farm” interior from the Bradenton, Fla.-based chain that specializes in breakfast, brunch and lunch.
“The design combines farm-inspired finishes with a high-energy, urban vibe, creating a warm, familiar space,” parent company First Watch Restaurants Inc. said in a press release. That includes free newspapers and Wi-Fi.
The new location will include a juice bar, which First Watch introduced in January, and use locally sourced fruits and vegetables whenever possible.
Corporate chef Shane Schaibly has spearheaded local sourcing at First Watch, an initiative he also helped drive in his previous job at Front Burner Brands Inc., parent company of fondue chain The Melting Pot.
First Watch has offered juices as limited-time offers in the past, including Day Glow, made with carrots, oranges, lemon and ginger, and Kale Tonic, a blend of kale, apple, cucumber and lemon. Both of those juices will be on the opening menu at the new location.
New food items include previous limited-time offers, such as the Elevated Egg Sandwich, an over-easy egg with bacon, Gruyère cheese, smashed avocado, lemon crema and arugula on a brioche bun; Avocado Toast, a trendy item in independent restaurants that First Watch makes with thick-cut whole grain toast, smashed avocado, extra virgin olive oil, lemon and Maldon sea salt; and the Power Breakfast Quinoa Bowl, an extension of the chain’s award-winning lunch item, made with two basted eggs over quinoa, Italian sausage, roasted cremini mushrooms and tomatoes, kale, Parmesan cheese and extra virgin olive oil.
Other former limited-time offers that are permanent additions to the new menu are Lemon Ricotta Pancakes, two multigrain pancakes with ricotta cheese topped with strawberries, lemon curd and mint, and a Smoked Salmon and Roasted Vegetable Frittata with a chive cream drizzle.
A Mediterranean quinoa wrap, chile chorizo omelet and breakfast tacos will also be on the new menu.
“The opening of this new First Watch represents the realization of our evolution efforts from a culinary perspective and brings it to life in an atmosphere that is warm, inviting and differentiated,” First Watch chief marketing officer Chris Tomasso said in a statement. “The new prototype combines a more contemporary approach to our menu and atmosphere with all the elements our friends in Phoenix have told us they love about First Watch.”
The new location will be the fourth First Watch restaurant in the Phoenix area.
This story has been revised to reflect the following correction:
Correction: June 11, 2015 An earlier version of this story misstated the debut of First Watch's juice bars. The chain introduced juice bars in January.
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