First Watch promotes exec to chief brand officer role

A senior vice president at First Watch is taking a step up. 

Matt Eisenacher has been promoted to chief brand officer of the leading daytime dining concept due to his ability to grow brand awareness, define brand positioning and implement demand generation strategies, according to a press release. Prior to the promotion, Eisenacher was the senior vice president of brand strategy and innovation for the company, based in east Manatee County. 

Chris Tomasso, First Watch CEO and president, calls Eisenacher a proven leader in the release. 

“For the past four years, Matt has proven to be an invaluable part of this team,” he says. “His leadership and marketing expertise have helped us significantly deepen awareness of the First Watch brand across generations while also raising the bar on how First Watch shows up in the lives of our customers.”

First Watch Restaurant Group has taken to a path of growth recently with the acquisition of six franchise-owned First Watch restaurants announced in May. The company posted $730.16 million in revenue in 2022, up 21.45% from $601.19 million in 2021.

While at First Watch, Eisenacher has elevated the company’s digital touchpoints meant to enrich the customer experience. He also has been instrumental in turning seasonal, limited-time menu launches into brand moments. 

Prior to joining First Watch in 2019, Eisenacher was the chief concept officer for Piada Italian Street Food, a fast-casual restaurant. He also has 10 years of experience in the consumer-packaged goods industry as part of brands like Nestle USA and Abbott Nutrition. Eisenacher’s career began at PricewaterhouseCoopers LLP in financial services and business recovery. 

“At First Watch, I’m fortunate enough to help guide a brand that offers endless inspiration thanks to our relentless commitment to innovation and excellence, all reasons why I am honored to be part of this team,” Eisenacher says. “I am excited to build on our unique daytime occasion while encouraging more people to discover First Watch and what makes it one of the most beloved restaurant brands in the country.”