First Watch to Open Second Memphis Area Restaurant

The breakfast chain is planning a new location at 8101 Giacosa Place that will span nearly 6,700 square feet.

Updated on Oct. 19, 2026 in Dining Out

Bold vector editorial illustration showing stylized, clean shapes of commercial kitchen equipment in a bright, unoccupied space, representing new restaurant development. — Breakfast chain First Watch is expanding its Memphis presence with a second restaurant location in a 6,700-square-foot space on Giacosa Place. AI Illustration. Upload story photo >

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First Watch is set to expand its local presence by opening a second restaurant in the Memphis area. The project, which is estimated to cost $1 million, will transform a space that previously housed an On the Border Mexican Grill & Cantina.

Why it matters

The expansion follows the chain's entry into the local market in September 2025. This move aims to grow the company's footprint within the region as part of its wider operations spanning 33 states.

The new 6,700-square-foot restaurant is located at 8101 Giacosa Place. The project cost is estimated at $1 million, according to the permit filed on Oct. 15, 2026.

The players

First Watch

This breakfast, brunch, and lunch restaurant chain is headquartered in Bradenton, Florida, and operates over 660 locations nationwide.

Memphis and Shelby County Division of Planning and Development

This local government agency oversees urban planning, land use, and the issuance of construction permits within the city and county.

The details

The restaurant will occupy the site previously used by On the Border Mexican Grill & Cantina. This expansion comes after the company opened its first Memphis-area location in Germantown on Sept. 22, 2025.

September 22, 2025: The first Memphis-area location opened in Germantown.
October 15, 2026: A permit was filed for the new location at 8101 Giacosa Place.

Culture Shift

This expansion reflects the ongoing shift in the dining industry toward increased investment in dedicated breakfast and brunch concepts. As brands scale, they prioritize high-traffic suburban and commercial corridors to maximize accessibility for daily consumers.

Local residents will see a new breakfast option arriving at the Giacosa Place commercial corridor. The development will revitalize a previously vacant restaurant site, potentially increasing foot traffic to other surrounding retail businesses.

The takeaway

The addition of a new First Watch location offers local diners more choices for morning and afternoon meals. Residents looking for new dining options should monitor the construction progress at the Giacosa Place site for potential opening announcements.