First Watch brings modern twist on breakfast, lunch to Greenville

First Watch -- a breakfast, brunch and lunch chain -- opens its Greenville restaurant at 7 a.m. Monday, Sept. 30, at 610 Greenville Blvd SE, Suite 100.

It's in the space beside Chipotle Mexican Grill on Greenville Boulevard near the intersection with Arlington Boulevard.

The menu offers a modern twist on American fare, with a youthful, health-conscious focus and a seasonal flair.

Classic frittatas and traditional breakfast platters share the menu with trendy avocado toast and morning Superfoods Bowls. The traditional BLT is topped with a fried egg, and there's a veggie burger (but no hamburger). And you can choose a freshly squeezed glass of orange juice -- or opt for Kale Tonic Fresh Juice with kale, Fuji apple, cucumber and lemon.

We had an opportunity to have brunch at First Watch during its pre-opening Family and Friends Weekend fund-raiser for local nonprofit Riley's Army.

I ordered the Tri-Fecta with two eggs cooked any way (I chose poached and they were cooked to perfection, served in a bowl topped with chopped chives), choice of breakfast meat (I ordered bacon), and pancake or Belgian waffle (I thought about the seasonal pumpkin pancake but decided on the fluffy Belgian waffle served with whipped butter, powdered sugar and raspberry preserves -- It. Was. Amazing!).

Bill enjoyed his omelet (The Works, which was stuffed with smoked ham, sausage, bacon, house-roasted crimini mushrooms, onions, and Cheddar and Monterey Jack cheeses, with chopped tomatoes and sour cream on top) along with whole-grain artisan bread with fruit preserves, and hash browns.

We added orange juice and a pot of freshly brewed coffee.

Other breakfast items include Bacon and Avocado Omelet, Salmon and Roasted Vegetable Frittata, Lemon Ricotta Pancakes, French Toast topped with fresh fruit, several version of Eggs Benedict, Breakfast Tacos, and quinoa breakfast bowls.

And then there's lunch.

Fresh salads include Superfood Kale Salad, Chicken Avocado Chopped Salad and Sweet Honey Pecan Salad. Soups also are available.

The sandwich menu includes Roast Beef and Havarti, Chicken Salad Melt, several version of BLTs, veggie burgers, and turkey burgers.

The Kids Menu features a grilled cheese sandwich, French Toast, and Chocolate Chip Pancake.

Beverages include Coca-Cola products, iced tea or iced coffee, and hot chocolate.

The name First Watch is a nautical reference to the first work shift aboard a ship.

First Watch is open from 7 a.m.-2:30 p.m. daily.

The restaurant, in a former mattress store, is one large rectangular dining room with a semi-open kitchen at the back.

The aesthetic is the Nuevo-Farmhouse style made popular by Joanna Gaines on HGTV's "Fixer Upper": wood floors, creamy white and light blue walls, banquettes covered in a light green fabric, decorated chalk boards, pendant lights, and a black-painted ceiling with exposed ductwork.

There's seating for 130 patrons at tables with comfortable wood and metal chairs, booths, and a large community gathering table.

Manager of the Greenville location is Dennis Heaton.

Call 252-582-5677.

Jane Welborn Hudson, a native of Greenville, wrote The Daily Reflector's Hot Dish restaurant column for 12 years and the Greensboro News & Record's Short Orders restaurant column for 8 years. Email her at