Restaurant chain hires first chief transformation officer

UNIVERSITY PARK — Breakfast, brunch and lunch chain First Watch has hired Greg Barber as its new chief transformation officer.

In the newly created role, Barber is responsible for leading strategy development and will partner with Manatee County-based First Watch’s key functional leaders on the development and implementation of critical corporate initiatives, according to a press release. 

Prior to joining First Watch, Barber spent nine years working for PepsiCo Inc. in Purchase, N.Y. There he led strategy development for PepsiCo’s North American beverage division before ultimately leading the Fortune 50 company’s global business development in the food service space, the statement adds. 

Before his time at PepsiCo, Barber worked for Mrs. Fields Famous Brands, as president of TCBY. He has also worked for various private equity and strategy consulting firms, including Bain & Co.

“Greg’s extensive experience driving growth and leading strategic business development for global organizations is a welcome complement to our high-performing senior leadership team, and he brings a passion and energy that are already making an impact at First Watch," says Chris Tomasso, CEO and president of First Watch, in the statement.

First Watch has more than 370 restaurants in 29 states. It is majority owned by private equity firm Advent International. First Watch reported $354 million in 2018 revenue.