How Matt Eisenacher is attracting Gen Z and millennials to First Watch

When Matt /*--> */ /*--> */ Eisenacher joined First Watch in 2019, the casual dining chain was relying on word of mouth to spread brand awarenes and was associated with an older clientele. But now, “This isn’t your grandma’s First Watch,” as /*--> */ /*--> */ Eisenacher likes to say. See all of Ad Age’s Breakout Brand Leaders here The chief brand officer has worked to make the chain more appealing to millennials and Gen Z by bringing social media and influencer marketing in-house and focusing on Gen Z consumption patterns around beverages. In June, First Watch started allowing customers to add alcohol to the brand’s fresh juices and bulked up its iced coffee offerings. “Iced coffee was an insight from our chef,” /*--> */ /*--> */ Eisenacher said. “Every day our younger employees were coming in with a big iced coffee with all these customizations. So our iced coffees are meant to be fun and connect with younger generations.” The chain also replaced its plastic straws with plant-based biodegradable straws. In early 2023, First Watch launched its largest seasonal, limited-time menu campaign, inspired by the tropical ingredients of its new juice beverage, Tropical Sunrise. First Watch partnered with influencers Ashley Petrone and Laolu Onabanjo to announce the new drink. The first post reached 1 million organic views, according to the brand. In 20 days, the campaign prompted more than 99,000 customers to opt-in to the brand’s CRM database for a chance to win a hotel stay at the Joie Inn in Florida. View this post on Instagram A post shared by a s h l e y • p e t r o n e (@arrowsandbow) “It’s become the best-selling juice we’ve ever had,” /*--> */ /*--> */ Eisenacher said. “The little paper umbrella it comes with—we thought it would be corny, but it’s a great at-the-table surprise.” /*--> */ /*--> */ Eisenacher’s team also heard from servers that customers wanted more allergen information before they ordered, especially since First Watch’s menu changes every ten weeks. First Watch made a dynamic menu to allow customers to select ingredients to see how allergens changed in a dish. Which entrepreneur do you admire the most and why? This might seem funny, but I absolutely love the show “Shark Tank.” I’ve been a fan since Season 1. (Fun fact: I had a chance to be on that first season.) Mark Cuban always fascinates me because the guy is so rich yet still advocates for such blue-collar principles. I love that he sticks to the basics and encourages hard work and sacrifice. What’s currently on your bedside reading list? I tend to juggle a lot of books at one time versus going deep on one, so I have several “in flight.” Many of the business/self-improvement books that I read come from friends’ recommendations. Currently I am reading “Radical Candor” by Kim Scott and “The Leadership Challenge” by James Kouzes and Barry Posner. Both recommendations came from colleagues, and I am really enjoying both. What is the best career advice you’ve gotten? Nothing groundbreaking here, but “Focus on what you can control” and “Always look at time as your greatest asset.” Today’s world is chaotic and distracting, and it is easy to divert attention from what matters. Results flow from where you put your time and attention, and setting priorities and focusing your calendar accordingly is important for progress. Name one brand, other than the one you work for, that you admire. I was talking with a former Starbucks leader recently and it is hard to find a brand that has maintained relevance for as long. Despite decades in operation, Starbucks has found a way to reinvent itself repeatedly, and it has been incredible to watch. Despite intense competition, they still have deep customer loyalty and have managed to maintain a local vibe while also, essentially, being ubiquitous. What is your secret weapon for business success? Driving collaboration and openness within my teams. Today’s marketing environment is incredibly splintered, and it evolves, literally, on a daily basis. Years ago, you could come up with one big idea and push that out through a couple large channels. Now, think of all of the specialties within the communication landscape—social media alone is its own beast. You need to focus on finding great leaders within the various specialties and then promote and encourage collaboration. There is no one-size-fits-all approach any longer. See all of Ad Age’s Breakout Brand Leaders here

How Matt Eisenacher is attracting Gen Z and millennials to First Watch

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