In February, we had the opportunity to hear from the president and CEO of First Watch Restaurants at our professional development luncheon. Since joining First Watch in 2006, Chris Tomasso has led many strategic initiatives that have driven First Watch’s industry-leading growth, including the development and execution of a comprehensive multi-year re-branding effort. During his tenure, First Watch has grown from about 60 restaurants to more than 360 while delivering double-digit annualized sales growth.
Prior to joining First Watch, Chris worked as an account executive for renowned PR agency Curley & Pynn before leading national and international marketing efforts for renowned brands such as Cracker Barrel and Hard Rock Café.
During the luncheon, he shared stories, laughs and lessons learned throughout his career. Here are five key takeaways from our time with Chris:
- Follow Your Gut
Chris spent time speaking about his transition from working for Sunshine Network (now Fox Sports Florida) to Orlando-based PR agency Curley & Pynn. After Sunshine Network offered him about a $20,000 salary increase to stay, his gut led him to the PR agency world, despite the lower pay. Short term, this may have seemed like a silly decision, but it definitely paid off in the end!
- Focus on People First
This is a recurring theme of the First Watch business model. Whereas plenty of companies are focused solely on the bottom line, Chris emphasized that if brands focus more on strategic “investing in the guest,” it always pays off in the end. First Watch has done this through a significant investment in culinary innovation, restaurant remodels, staff training and more.
- Be Persistent
Chris, as a UCF student, had his sights set on interning with the Orlando Magic. To stand out and get his resume in the hands of the team’s head of marketing, Cari Coats, he accepted a job as a food vendor at the Orlando Arena. To land the ESPN College GameDay chef’s segment, he spent hours on the phone trying to connect with the show’s producer and offering to cater for the staff, for free. Moral of these stories: Be persistent!
- Seek Out Mentors and Build Relationships
We all know that relationships are key – after all, the phrase “mutually beneficial relationships” is in the definition of public relations! Reach out to your boss, your CEO, someone you admire in the industry, and ask them to lunch. Chris’s relationships with his superiors and mentors undoubtedly helped shape him into the successful CEO he is today.
- Don’t Be Afraid to Think Outside the Box
This one is self-explanatory. If it wasn’t for the risks Chris took in his career, like the Beatles Magical Mystery Bus stunt or bringing a Hard Rock-influenced music program to Cracker Barrel, he wouldn’t have been such a stand-out and successful marketer. Don’t be afraid to take unconventional steps to make an impact!
