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 |
F
First Watch
|
+3.0% |
| 2 |
T
The Original Pancake House
|
+7.1% |
| 3 |
A
Another Broken Egg Cafe
|
-6.8% |
| 4 |
E
Eggs Up Grill
|
+14.3% |
| 5 |
B
Biscuitville
|
-6.7% |
| 6 |
S
Snooze, an A.M. Eatery
|
-1.1% |
| 7 |
T
The Toasted Yolk Cafe
|
+3.6% |
| 8 |
K
Keke's Breakfast Cafe
|
- |
| 9 |
M
Milk & Honey Southern Inspired Kitchen
|
- |
| 10 |
E
Eggspectation
|
+8.3% |
Share of tracked category spend, indexed
Store footprint
Store map
635 tracked First Watch locations across 32 US states.
Tracked stores by state
- Florida 147
- Texas 72
- Ohio 49
- North Carolina 39
- Arizona 38
- Virginia 30
- Georgia 26
- Missouri 26
- Tennessee 26
- Pennsylvania 21
- Colorado 19
- Kentucky 18
- Kansas 16
- Maryland 15
- Illinois 11
- Michigan 11
- South Carolina 11
- New Jersey 10
- Alabama 9
- Indiana 9
- Nebraska 6
- 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.
D
Dorothy Lane Market
38
Dorothy Lane Market
38
P
Paul's Fruit Market
25
More trends