First Watch is looking to take more share of the busy weekday breakfast crowd by introducing a new app-exclusive menu available Monday through Friday only, called Sun on the Run.
The family-dining brand — which has previously been known for its weekend brunch occasions — announced this new simplified six-item menu during its 2026 Investor Day on Thursday.
Each of the three sandwiches and three burritos, which range in style from health-conscious to indulgent, will be offered on the First Watch mobile app for $9.99 each. One example is The Banger, which is made with avocado mash, bacon, cheddar cheese, folded egg, and topped with a toasted brioche bun.
“These are by design meant to be simple but high-quality items, so we’re really excited about this opportunity and the opportunity to drive incremental sales during the weekdays,” Matt Eisenacher, chief brand officer at First Watch, said.
Eisenacher said that Sun on the Run will have its own section on the First Watch mobile app, which will also be visible (but not usable) on weekends for marketing purposes. The company also built in the ability to make the items a bundle so that customers can easily trade up and add a drink, for example. Additionally, First Watch is also working on curbside pickup abilities for Sun on the Run orders, which will not be launching alongside the new menu in 2027 quite yet.
“We’re not launching with this because we really want to make sure we do this the right way and stay true to our core occasion as well,” Eisenacher said. “But to us, this is another gear for growth as we find restaurants that are able to accommodate that increased convenience.”
Besides on-the-go breakfast, First Watch also sees opportunity for growth in corporate catering. The company is joining tools like EzCater for the first time and will be focusing on rolling out group ordering capabilities throughout 2027.
The goal will be to expand beyond First Watch’s reputation as a weekend brunch brand and appeal to other demographics and dayparts throughout the week.
“We want to be very careful that we’re navigating this opportunity and going after it by understanding how people’s weekday routines have evolved,” Eisenacher said. “We truly see that there’s a gap in the market.”
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