Breakfast and lunch chain First Watch just rolled out a line of brunch ready cocktails, and are already eyeing expansion. The University Park, Fla. based company hinted that ready-to-drink (RTD) canned cocktails may be next on the horizon. “I think this is the beginning of a journey for us,” CEO Chris Tomasso said.

By popular demand, First Watch started developing its new cocktail menu in 2018. Following a successful test run in select regional markets, the self-proclaimed “daytime cafe” will gradually roll out the cocktail menu to all of its 400-plus locations.

Currently 100 First Watch locations offer the new cocktails, but they will be available in half of the restaurants by the end of the year with the rest joining the party in 2021. Each of the cocktails costs $8 for a double portion.

First Watch’s cocktail menu includes the standard Mimosa and Million Dollar Bloody Mary, which is garnished with Million Dollar Bacon. The restaurant also offers a Vodka Kale Tonic, made with New Amsterdam; Pomegranate Sunrise, spiked with Camarena Tequila; Morning Glory, a citrus and vodka based cocktail made with turmeric; and the dreamy Cinnamon Toast Cereal Milk, made with cold brew coffee and Rum Haven Coconut Rum.

“We didn’t want to be a bottomless mimosa-type of place,” said First Watch president and CEO Chris Tomasso. “These are signature cocktails that we serve in small bottles and the server brings them out with a glass of ice and pours the drink over ice.”

Unfortunately this exciting news comes as restaurants are facing a new round of restrictions meant to combat the on-going COVID-19 pandemic, although the restrictions of the pandemic may present new opportunities in the end.

“This has been in the works for over a year and the timing might not be perfect [with the pandemic], but alcohol sales have been up nationwide so perhaps this is fortuitous timing,” said Tomasso. “We’re constantly looking at consumer trends and it made sense to embrace this one, but we did it in true First Watch fashion.”

While the breakfast-forward cocktails are currently only available for in-restaurant dining, that may soon change as the pandemic forces restaurants and spirits companies to quickly innovate in order to meet the ever-changing situation. Many areas have relaxed alcohol sales during stay-at-home orders, allowing bars and restaurants to sell cocktails to go.

RTDs have also grown in popularity during the pandemic, as consumers seek to enjoy their favorite restaurant quality cocktails at home. Tomassa confirmed that they “are talking about” the possibility of opening the alcohol menu up to off-site sales.

“I think this is the beginning of a journey for us,” Tomasso said. “I can see us developing within this space as we learn more about our customer.” He mentioned that seasonal cocktails, including variations on the classic brunch Bloody Mary and Mimosa, are also very much on the table.

In addition to exploring alcohol sales for home consumption, First Watch has added other COVID precautions to its restaurants, including designated pick-up areas and hybrid indoor/ outdoor bars. All locations should have the cocktail menu by 2021, and we hope the RTD market isn’t far behind.

Erin Grafton
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