First Watch Unveils New Interior Design Prototype

Top Quote "Daytime Café" to feature a fresh, modern décor concept created by Schmidt Design Studio. End Quote
  • Tampa-St. Petersburg-Clearwater, FL (1888PressRelease) October 25, 2011 - First Watch, the Bradenton-based Breakfast, Brunch and Lunch restaurant company, recently unveiled a new interior design concept which exudes a fresh, more modern approach to providing guests with a total dining experience.

    Dubbed "Connect", the new concept "connects" traditional First Watch design elements with contemporary executions by maximizing natural light provided during the restaurant's daytime hours, and incorporating color tones intended to convey the warm and inviting personality of the First Watch brand. The design also accentuates an open-kitchen concept, which reinforces First Watch's honest approach to fresh food preparation.

    Schmidt Design Studio, an interior design firm specializing in restaurants, bars and hospitality spaces, developed the revitalized concept for the brand which includes a welcoming and warm color pallet, contemporary art pieces, and a more functional and customer-friendly open kitchen.

    "We are very excited about how "Connect" ties our core values of fresh food and a pleasant dining experience to our restaurant's interior look and feel," said Chris Tomasso, chief marketing officer for First Watch.

    "First Watch wanted to encourage comfort and relaxation to their patrons," said CEO and principal interior designer of Schmidt Design Studio, Anna Schmidt. "So we made sure from the first steps into the restaurant every design aspect embodied contemporary comfort."

    To summarize the creative interior design for the restaurants, fresh finishes including upholsteries in vibrant patterns, contemporary millwork and custom carpet made specifically for the First Watch brand, as well as beautiful faux-wood plank flooring were installed. The architectural drop ceiling provides visual layers and lighting details that give a soft glowing effect through the dining room. Although the ever-popular "Daily Specials" chalkboard received a more modern execution, it continues to showcase limited-time offerings in center stage of the dining room. A crisp new art package was also brought in to add a touch of whimsy and artistic expression. Each picture was hand-picked because of its color pallet and cuisine motif.

    Schmidt put their spin on the staple First Watch "open kitchen." In an effort to reduce noise and distractions, an architectural window encloses most of the hustle and bustle of the kitchen. This division incorporates ultra-contemporary resin panels set into the wall, playing on the theme of a neighborhood kitchen window.

    "Connect" was recently revealed in three newly opened restaurants in Nashville, Tenn., Jacksonville, Fla., and Solon, Ohio, as well as in remodels of six existing First Watch restaurants in the Columbus, Ohio market. Moving forward, all newly opened restaurants will feature the "Connect" interior design concept, including each of the 15 restaurants planned to open in 2012.

    Schmidt Design Studio has worked with a number of other national restaurants and companies, including Olive Garden, Smokey Bones, Seasons 52, Red Lobster, Ruth's Chris Steak House, Ruby Tuesday and FOX Sports Grill. The firm also does design work for upscale independent restaurants, including the restaurant for NBA star Vince Carter's Restaurant in Daytona Beach, Fla.

    For more on Schmidt Design Studio, visit

    Schmidt Design Studio is a professional interior design firm specializing in restaurant and bar interiors with a secondary emphasis on corporate spaces. Located in Orlando, Fla., and Oklahoma City, Okla., Schmidt Design Studio has worked extensively with nationwide chains, franchises, and upscale independent restaurants throughout the country. Whether Schmidt Design Studio is rebranding an entire chain or updating a look for a single-location vendor, clients receive exceptional service from the initial project meeting to final completion. Founded in 2003 by interior designer Anna Schmidt, Schmidt Design Studio has worked with clients such as Olive Garden, Smokey Bones, Seasons 52, Red Lobster, Ruth's Chris Steak House, Ruby Tuesday, FOX Sports Grill, among others. For more information, visit

    First Watch is the largest and fastest-growing, privately owned, daytime-only restaurant concept in the United States. Of its more than 90 existing restaurants in 13 states, six are franchised and four are licensed and future growth is expected to come from key multi-unit, regional franchises to experienced restaurateurs in new markets in 35 states throughout the continental U.S. First Watch recently opened new restaurants in Oklahoma City, Nashville, Jacksonville and Milwaukee. First Watch expects to grow to 110 restaurants by the end of 2012, with a dozen franchised locations open and more than 30 in various stages of development. For more information, visit

    Will Wellons or
    Cori Pope
    Wellons Communications
    Cell - 407.462.2718
    Office - 407.339.0879
    will ( @ ) wellonscommunications dot com
    cori ( @ ) wellonscommunications dot com

  • FB Icon Twitter Icon In-Icon
Contact Information