Brick’s New ‘First Watch’ Restaurant to Open Next Week

A rendering of the proposed Shake Shack and First Watch restaurants in Brick Township, both of which were rejected by the township’s zoning board. (Credit: Planning Document)

The Florida-based restaurant chain “First Watch,” which has drawn high praise for its breakfast and lunch offerings, will open its Brick location next week, the company announced.

First Watch, located in the Shop-Rite/Kohl’s plaza on Route 70 and Chambers Bridge Road, will open Monday, April 21, 2025. The restaurant “brings a chef-inspired menu” and rotating seasonal offerings to a 4,000-square-foot space that seats more than 160 people and features a patio, the announcement said. First Watch will be open 7 a.m. to 2:30 p.m. daily for pickup, delivery and dine-in service. Customers can reserve their place in line, if there is a wait, from the restaurant’s website.

The restaurant will fill the space of a former Santander Bank branch in the shopping center, which is formally known as “Brick Commons.”

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First Watch, based in Bradenton, Fla., takes its name from the first work shift aboard a ship, as all First Watch restaurants are open from 7 a.m. to 2:30 p.m.. Dishes are made to order using fresh ingredients in a kitchen without heat lamps, microwaves or deep fryers. In addition to familiar favorites like omelets and The Traditional, First Watch’s diverse menu – which is available all day – also includes more modern dishes, such as Avocado Toast, Farmhouse Hash, Lemon Ricotta Pancakes and its signature Million Dollar Bacon, as well as sandwiches and salads, including the Superfood Kale Salad.

First Watch restaurant’s food offerings. (Courtesy: First Watch)

First Watch restaurant’s food offerings. (Courtesy: First Watch)

According to the company’s statement, the Brick team will start each morning juicing fresh fruits and vegetables to make their fresh juices. First Watch also brews its “socially responsible” Project Sunrise coffee, sourced by female coffee farmers in South America. To celebrate the opening, customers who dine in at Brick Monday, April 21 through Friday, April 25 will receive unlimited Project Sunrise coffee with their meal.

Keeping with its name, five times a year, First Watch offers a revolving seasonal menu that follows the position of the sun to source fresh ingredients. The Brick restaurant will offer its first seasonal menu in summer of 2025.

This restaurant will employ approximately 30 people while operating on a “one-shift a day” schedule.