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How a brunch chain is evolving and energizing its menu for 2021

Chef Shane Schaibly joined First Watch to push the culinary envelope, and has continued to do so during this challenging year. Chef Shane Schiably joined First Watch to push the culinary envelope, and has continued to do so during this challenging year.

Patricia Cobe, Senior Editor

December 3, 2020

Chef Shane Schaibly first came to First Watch to push the culinary envelope, elevating the food to meet the brand’s level of service and design. As VP of culinary strategy for the full-service breakfast and brunch chain, he has since evolved the brand and its menu, introducing a fresh juice program across 400 locations, pioneering on-trend items such as avocado toast and elote, and launching a batch cocktail program. Listen as Schaibly shares how he has positioned First Watch as a premier breakfast and brunch destination, what’s ahead for 2021 and how he has kept the momentum going throughout the pandemic.

About the Author

Patricia Cobe

Senior Editor

Pat plans and executes the menu sections of Restaurant Business and FoodService Director, covering food and beverage trends, Menu R&D, profiles of chefs and restaurateurs and Technomic research. She also contributes to the digital content of both RB and FSD and is editor of two weekly e-newsletters, Recipe Report and On the Menu. Pat’s weekly podcast, MenuFeed, covers a wide range of menu topics through interviews with chefs and operators.

Pat came to Winsight from Hearst, where she was an executive editor. She is the co-author of the Mompreneurs series of books as well as two cookbooks. She graduated from Cornell University and earned a Masters in Journalism from Boston University. She is active in several professional organizations, including Les Dames d’Escoffier and the International Foodservice Editorial Council (IFEC), and serves as a judge for the James Beard Media Awards.

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