Florida-based breakfast chain opening in Ballantyne as part of new development

Catherine Muccigrosso
·3 min read

A popular breakfast chain is expanding again with a second restaurant in south Charlotte as brunch competition grows.

First Watch will open at 7 a.m. Monday at 13735 Conlan Circle in Ballantyne, according to the restaurant’s Facebook page. It will be the ninth restaurant in the Charlotte region, including a location at Providence Farm Lane less than 6 miles east, according to the First Watch’s website.

The Bradenton, Florida-based chain’s breakfast, brunch and lunch menu includes quinoa power bowl, breakfast tacos, avocado toast, smoked salmon eggs benedict and lemon ricotta pancakes.

Also popular is the Million Dollar Bacon, hardwood smoked bacon baked with brown sugar, black pepper and cayenne, drizzled with maple syrup.

During the first week, First Watch’s Project Sunrise coffee is free, according to the company’s website.

South Charlotte has seen other popular brunch chains expand recently.

Ruby Sunshine, a New Orleans-style chain, opened in June at 12330 Johnston Road at Toringdon Circle Shopping Center, The Charlotte Observer previously reported. It’s less than 1 1/2 miles from First Watch.

Also in June, Charlotte-based Famous Toastery opened its eighth corporate store at 7741 Colony Road, about 6 miles north of First Watch.

Another Florida-based breakfast and brunch chain, Broken Egg Cafe is less than 2 miles away. Known for its Southern-style dishes and craft cocktails, the Ballantyne location opened 10 years ago, according to Restaurant Magazine.

First Watch is part “Ballantyne Reimagined” by developer Northwood Office.

Representatives from the company did not respond for comment by Friday.

First Watch part of ‘Ballantyne Reimagined’

Charlotte-based Summit Coffee will join First Watch in the west side Ballantyne development. It’s expected to open in early September, according to Northwood.

The 800-square-foot shop with garden patio will serve coffees, plus beer, wine and pastries. In addition to the Ballantyne site, there are nine locations overall, with two more planned in Eastover neighborhood and Cornelius, according to the company’s website.

In April, Pittsburgh-based steak and seafood chain Walnut Grill opened in the area at 15719 Brixham Hill Ave. near Staybridge Suites Ballantyne.

Olde Mecklenburg Brewery will open next year anchoring the adjacent mixed-use center under development across Johnston Road, the Observer previously reported.

The Amp Ballantyne venue with a covered stage and room for 3,500 guests will open Sept. 1 with Live at The Amp: Soft Opening featuring N-SPIRE, according to Northwood. Other fall concerts are The Wrecks, Suki Waterhouse and Eli Young Band.

Northwood owns and manages 535 acres, 4.4 million square feet of office space, four hotels with nearly 600 rooms, a 212-unit luxury apartment building and 2.5 million square feet of LEED-certified space.

Dubbed “Ballantyne Reimagined,” the 25-acre Northwood Office LLC development between Ballantyne and Aloft hotels includes “Bowl at Ballantyne,” featuring more than 90,000 square feet of retail, a second apartment tower and new roads with a “main street” feel.

About First Watch

First Watch is open seven days a week from 7 a.m. to 2:30 p.m. for pickup, delivery and dine-in service.

The publicly traded company this month reported 17.3% total revenue increase to $216.3 million in second quarter ending June 25 compared to $184.5 million in 2022. Same-restaurant sales growth increased 7.8%.

First Watch has over 490 First Watch stores in 29 states, including 10 in the Raleigh area, and is majority-owned by private equity firm Advent International. The chain plans to expand to 2,200 restaurants, First Watch CEO Chris Tomasso said in the earnings report.