First Watch Taps Digital Guru Rachel Tipograph for Board of Directors

BRADENTON, FL – December 29, 2025 – First Watch Restaurant Group, Inc., the popular Daytime Dining chain, announced today a significant addition to its leadership, appointing digital marketing maven Rachel Tipograph to its Board of Directors. The move signals the company's strategic intent to double down on digital innovation as it continues its rapid expansion across the country.

Ralph Alvarez, Chairman of the Board of Directors for First Watch, lauded the appointment, highlighting the specific expertise Tipograph brings to the table. “We are pleased to welcome Rachel to our Board of Directors, and we look forward to leaning on her deep expertise in digital transformation, customer acquisition and next-generation insights as we continue to scale the First Watch brand in new and innovative ways,” Alvarez stated in the official announcement.

The appointment is a clear indicator that the breakfast, brunch, and lunch giant is looking to sharpen its competitive edge in an increasingly digital-first consumer landscape. By bringing in a leader with a proven track record in e-commerce and digital strategy, First Watch is positioning itself to better engage with its customer base and attract new diners through modern channels.

A Digital Pioneer Joins the Table

Rachel Tipograph is a well-recognized figure in the technology and retail sectors, known for her ability to guide major brands through the complexities of modern commerce. Her career is marked by high-profile roles and entrepreneurial success. For over a decade, she has served as the founder and CEO of MikMak, a prominent software company that provides commerce enablement and analytics for leading brands, helping them understand and optimize their customers' online shopping journeys.

Before founding MikMak, Tipograph was the Global Head of Digital and Social Media at Gap, Inc. from 2011 to 2014. In this role, she was responsible for the apparel giant's worldwide digital strategy and execution, a position that placed her at the forefront of the retail industry's digital evolution. Her experience in bridging the gap between digital marketing efforts and actual sales is seen as a particularly valuable asset for a restaurant brand like First Watch, which operates in a competitive physical and digital environment.

Tipograph joins a board of seasoned executives, including Chairman Ralph Alvarez, Irene Chang Britt, Michael Fleisher, Charles Jemley, William Kussell, Stephanie Lilak, Jostein Solheim, and CEO Chris Tomasso. Her unique background in commerce technology is expected to complement the board's existing strengths in operations, finance, and brand management.

Fueling Growth for a Daytime Leader

First Watch has carved out a distinct niche in the restaurant industry as the leading “Daytime Dining” concept. With over 620 locations in 32 states, the brand is known for its commitment to fresh, made-to-order meals. Its culinary philosophy, branded “Follow the Sun,” emphasizes using ingredients at their peak freshness, leading to a menu that rotates five times a year to feature seasonal flavors.

This commitment to quality has earned the company a loyal following and numerous accolades. Fan-favorite dishes like the Lemon Ricotta Pancakes and the signature Million Dollar Bacon have become breakfast staples for many, while healthier options like the Quinoa Power Bowl and fresh-pressed Kale Tonic cater to a wide range of dietary preferences. In 2025, First Watch was named #1 Best Breakfast by Newsweek’s Readers’ Choice Awards, adding to a long list of local and national honors.

Beyond its menu, First Watch has cultivated a reputation for its positive corporate culture and community involvement. The company was named America’s #1 Most Loved Workplace in both 2024 and 2025 by the Best Practice Institute. Furthermore, its charitable initiative ties every kid's meal sold to a donation to community causes, having raised more than $1.7 million to date.

As First Watch continues to scale, Tipograph's expertise will be crucial in navigating the next phase of its growth. Her insights into customer data, digital acquisition strategies, and e-commerce trends will likely inform everything from loyalty programs and online ordering platforms to targeted marketing campaigns. In an era where a strong digital presence is as important as a welcoming dining room, this strategic appointment underscores First Watch's ambition to remain a leader not just in daytime dining, but in the restaurant industry as a whole.