Growth
First Watch against its category
The biggest tracked US breakfast & brunch cafes by card spend, with year-over-year growth of category share. Share means a chain's slice of tracked category spend. It can decline while the chain's own sales grow. The chart tracks First Watch's share of the category quarter by quarter, indexed to 2024 Q4 = 100.
| # | Chain | YoY share |
|---|---|---|
| 1 | First Watch | +3.1% |
| 2 | The Original Pancake House | +7.0% |
| 3 | Another Broken Egg Cafe | -6.8% |
| 4 | Eggs Up Grill | +13.4% |
| 5 | Biscuitville | -7.5% |
| 6 | Snooze, an A.M. Eatery | -2.8% |
| 7 | The Toasted Yolk Cafe | +3.2% |
| 8 | Keke's Breakfast Cafe | - |
| 9 | Milk & Honey Southern Inspired Kitchen | - |
| 10 | Milk & Honey | +1.0% |
Share of tracked category spend, indexed
Store footprint
Store map
636 tracked First Watch locations across 32 US states. Florida, Texas, and Ohio hold 42% of them.
Tracked stores by state
- Florida 146
- Texas 72
- Ohio 49
- North Carolina 39
- Arizona 38
- Virginia 32
- Georgia 26
- Tennessee 26
- Missouri 25
- Pennsylvania 21
- Colorado 19
- Kentucky 18
- Kansas 16
- Maryland 16
- Illinois 11
- Michigan 11
- South Carolina 11
- Alabama 9
- Indiana 9
- New Jersey 9
- Nebraska 7
- Delaware 5
- Wisconsin 5
- Oklahoma 4
- Arkansas 3
- Idaho 2
- Utah 2
- Louisiana 1
- Massachusetts 1
- Mississippi 1
- Nevada 1
- West Virginia 1
Customer overlap
Who shops at First Watch
Tracked chains First Watch customers also buy from more than a similarly active shopper would, indexed to the strongest overlap (100). From real card transactions.
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