Patrick Johnson's questions to First Watch Restaurant Group Inc (FWRG) leadership • Q2 2025
Question
Patrick Johnson of Stifel Financial Corp., on for Chris O'Cull, asked for details on marketing spend allocation between existing and new customers and the effectiveness of specific digital channels. He also inquired about the margin drag from new restaurant openings.
Answer
Chief Brand Officer Matt Eisenacher explained that the focus has been on efficiently targeting existing category users through various digital channels, which allows for unique one-to-one targeting. CFO Mel Hope addressed the new unit question, stating that while new restaurants operate at lower margins initially, they often over-index on sales, and this dynamic is a consistent and expected part of their consolidated margin structure.