the first big menu change we’ve done in 10 years.” It’s also the first time all restaurant locations will be using the same core menu and LTOs will be national. The menu, which was in test for a year in Sarasota, Florida, restaurants, has a lighter, brighter look. Instead of a lot of photos, it sports mostly hand drawings “that are a little bit more colorful and fun,” said Schaibly. The blue and light orange on a beige background is easier to read than the previous menu, which was printed in black on brown craft paper, said Schaibly. The menu organization is different as well. Beverages are now listed prominently on the core menu, and new items, like Strawberry Tres Leches French Toast, have moved onto the main menu with a designated icon to set them apart. Breakfast-centric dishes are listed on the front, with lunch, beverages and sides on the flip side. Seasonal specials are printed on a separate menu that has a similar design and color scheme with a couple of food photos. In the process of redesigning the menu, Schaibly and his team also tweaked some recipes, especially in the salad section. There is also a section called “The Healthier Side” with about a half dozen dishes, including an A.M. Superfoods Bowl with a base of coconut milk chia seed pudding topped with fruit and house-made granola; a Power Wrap made with cage-free egg whites, turkey, spinach, mozzarella and house-roasted crimini mushrooms; and the Tri-Athlete, an omelet with those same crimini mushrooms, tomatoes, onions and green chilies. Like all the menu items, calorie counts are included, but not those in-demand protein grams. “We’ve been having conversations about how to get the message out about the protein already on our menu,” said Schaibly. In addition to the “healthier” dishes, he points to the Power Bowls, which have a base of protein-rich quinoa in addition to chicken or Italian sausage, eggs and/or cheese. “People looking for protein know where to look,” he added. Nevertheless, Schaibly feels the brand can do a better job of telling customers about the higher protein dishes in “a subtle way,” and he’s not ruling that out in the future. Meanwhile, consumers can find all the nutrition data on the First Watch website and app. In the meantime, he and his team strive for a balance of sweet indulgences, breakfast classics with a twist, hearty hashes and benedicts and healthier items. The current limited-time Winter & Spring Menu, running through May 25, is a good example of that ideal menu mix. The fan favorite B.E.C. breakfast sandwich made with bacon, egg
PHOTO COURTESY OF FIRST WATCH
and cheddar and flavored with Calabrian chili aioli leads it off, with Blueberry Lemon Cornbread as a shareable and Strawberry Tres Leches French Toast and Chimichurri Steak & Eggs the sweet and savory offerings. The seasonal menu is also written on a chalkboard mounted in each restaurant. Menu real estate is precious, and with the menu redesign, Schaibly eliminated single-use items like roasted zucchini and shallots. He also worked on maximizing cross-utilization. The signature barbacoa, for example, now stars in several items, including Barbacoa Breakfast Tacos and a Barbacoa Chilaquiles Breakfast Bowl. Barbacoa and some other proteins come in cooked sous vide and are finished on either the flattop, in a saute pan or in the combi oven. There are no fryers, microwaves or heat lamps in First Watch kitchens. Some menu categories have been slimmed down as well. “Instead of six omelets, we
now list three,” he said. “We are focusing on things we get credit for, like doing our own juicing at every location.” First Watch’s juicing program is a differentiator in the breakfast-and-lunch segment. Each morning, every restaurant juices fresh fruits and vegetables to create the menu’s signature beverages, including the popular Morning Meditation, a blend of orange, lemon, turmeric root, ginger, agave nectar and beets. There’s also a rotating seasonal sip available on the limited-time menu; Pineapple Express is the current selection. It’s a combo of pineapple, orange, coconut water, lime and agave with a sugared mint rim. If these juices look like cocktails, that’s intentional. A good percentage of First Watch locations have bars, and guests can spike their juices with alcohol or order from the “Boozy” section of the menu. Cinnamon Toast Cereal Milk has a shot of coconut rum
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RESTAURANT BUSINESS APRIL 2026
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