Breakfast, brunch and lunch concept First Watch Restaurants reports that Joe Genovese is joining the Bradenton, Florida-based based company as Vice President, Franchise Development. With more than 40 years experience in the restaurant, foodservice and packaged goods industries, most recently with Starbucks Coffee Co. where for the last 15 years he served in various roles including National Account Director and Vice President, Franchising for the Seattle’s Best brand, Genovese will lead the company’s franchising efforts, including sales and development for First Watch as the organization sources partners to continue its aggressive growth strategy. Having opened 14 new locations in 2013, First Watch now includes about 115 restaurants nationally and has plans for nine openings during the first half of 2014. “Joe’s experience, relationships and success in the industry will be a tremendous asset to our team as we continue our expansion plans for First Watch around the country.” said CEO Ken Pendery.

First Watch Restaurants (941/907-9800  www.firstwatch.com)