First Watch fires up a new marketing plan [Video]

First Watch expects traffic to improve this year. | Photo courtesy of First Watch

After tests last year, First Watch is unleashing a new marketing strategy that it believes will help boost traffic in 2025.

The strategy features a digital, data-driven approach that will allow First Watch to target individual customers with ads. It will focus on attracting new customers as well as getting additional visits from existing fans. 

It’s the result of years of data collection through First Watch’s waitlist and online ordering and payment systems that has given it a large pool of customer data to work with. “We’re at a point now where we can really start to leverage it,” CEO Chris Tomasso said during an earnings call Tuesday.

The chain will also rely on data sets purchased from third parties that will allow it to go after people who profile as First Watch customers but have …