Growth
First Watch against its category
The biggest tracked US breakfast restaurants chains 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 Q1 = 100.
| # | Chain | YoY share |
|---|---|---|
| 1 |
I
IHOP
|
-4.7% |
| 2 |
W
Waffle House
|
-0.8% |
| 3 |
F
First Watch
|
+0.8% |
| 4 |
T
The Original Pancake House
|
+6.0% |
| 5 |
B
Biscuitville
|
-2.6% |
| 6 |
S
Snooze, an A.M. Eatery
|
-6.3% |
| 7 |
T
The Toasted Yolk Cafe
|
+14.2% |
| 8 |
K
Keke's Breakfast Cafe
|
- |
| 9 |
E
Eggspectation
|
- |
| 10 |
B
Broken Yolk Cafe
|
-26.0% |
Share of tracked category spend, indexed
Store footprint
Store map
589 tracked First Watch locations across 31 US states.
Tracked stores by state
- Florida 139
- Texas 61
- Ohio 47
- North Carolina 39
- Arizona 37
- Virginia 28
- Tennessee 26
- Georgia 25
- Pennsylvania 21
- Missouri 20
- Colorado 19
- Kentucky 18
- Maryland 16
- Illinois 11
- Michigan 11
- South Carolina 11
- Alabama 9
- Indiana 9
- New Jersey 9
- Nebraska 6
- Delaware 5
- Kansas 5
- Wisconsin 5
- Arkansas 3
- Idaho 2
- Utah 2
- Louisiana 1
- Massachusetts 1
- Nevada 1
- Oklahoma 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
36
Dorothy Lane Market
36
K
Kroger Wine & Spirits
32
B
BlueChip Pros Corporate
28
More trends