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At the heart of every First Watch brunch experience is a You First service philosophy (and a whole lot of Million Dollar Bacon). With rapid expansion to 300 brick-and-mortar locations nationwide, it was clear that brunch-goers loved First Watch’s fresh food and culture, yet web analytics showed that the experience online wasn’t quite as refreshing.

The Opportunity

In early 2021, the First Watch brand had evolved and the pandemic had fundamentally changed their customer behavior. After a complete redesign of the website in 2018, First Watch needed a refresh of their website that answered these challenges and helped push their business forward.

The Solution

In addition to a ‘fresh’ new design, we built dynamic components that made it easier for users to understand which location was nearest to them, and access easy jump-offs to online ordering and getting in line.

As a part of this, we leveraged the Wisely API to pull in nearby location wait times to help move users to other First Watch locations during peak times.

We also enhanced the menu experience, to make it more scannable and including a per store OLO integration to make ordering quick and simple.

The Results

This successful web redesign strategy brought 11% more page views per session and an immediate increase in revenue for First Watch.

The 100,000+ users visiting the site, every day, experience a 2.7 second average load time while navigating the newly designed First Watch website.

Let’s do Work

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