Dunn&Co. wins First Watch account

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Following an agency review, the Bradenton-based restaurant chain chooses Dunn&Co., whose first projects will launch late this spring.

Dunn&Co., a full-service marketing and advertising agency based in Tampa, Fla., has won a review of the advertising account of First Watch Restaurants, Inc., agency President Troy Dunn said today.

Dunn&Co.’s initial work for First Watch should be completed by late spring, Dunn said. The agency search was conducted by Growth Partners, a marketing and business development consulting firm focused on the restaurant industry, in Denver, Colorado.

Kevin Hall, vice president of brand for First Watch, said the company was impressed with Dunn&Co.’s creativity, strategic abilities, and by the agency’s understanding of First Watch’s business.

“First Watch is on a rapid growth path and we need to pursue several initiatives concurrently,” Hall said. “After just a single meeting, it was clear to us that Dunn&Co. had both the strategic and creative firepower we need.”

“We were very impressed with their capabilities and knowledge of our business during the review, and we’re excited about what they will be able to deliver for First Watch.”

Dunn said Dunn&Co. will handle all creative and media duties for First Watch, initially including direct mail, Internet advertising, restaurant promotions and print ads in consumer publications.

First Watch does not disclose its advertising budget, but Hall said it plans to significantly increase marketing investments over previous years.

First Watch is the country’s largest privately owned breakfast-brunch-lunch restaurant company. It operates 56 restaurants in nine states. The company plans to open 40 new restaurants over the next two years.

“It’s an exciting time for our company,” said First Watch President Ken Pendery. “The steady growth is a direct result of hard work and dedicated operators who are consistently focused on providing great food and great service to our guests.”

A privately held company, First Watch was founded in 1983 in California. According to Hall, sales in 2005 were $51 million, and 2006 sales are projected to reach $65 million.


Located in a century-old brick cigar factory near Tampa’s historic Ybor City, Dunn&Co. is a full-service marketing and advertising agency that provides award-winning creative solutions that work. To learn more, visit http://www.dunn-co.com.


First Watch Restaurants, Inc. (http://www.firstwatch.com) is a casual restaurant chain specializing in high quality, daytime dining. Open 7 a.m.-2:30 p.m. daily, First Watch is known for its broad array of traditional and healthier breakfast/lunch/brunch specialties, smiling attentive service, and strong everyday value, delivered in a bright, comfortable setting. Started in 1983, the company currently operates 56 restaurants across nine states.


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