First Watch names new CFO

East Manatee County-based First Watch has appointed a new leader to its C-suite. Ashlee Weisser assumed the role of CFO, effective June 8.

Weisser has been employed by the daytime dining company as senior vice president of financial planning and analysis since 2023.

For more than 15 years, Weisser has been guiding financial strategy for several national restaurant concepts. Most recently, she was CFO at Maple Street Biscuit Company, following its acquisition by Cracker Barrel, according to a statement, which says she has also worked in finance for hospitality giants Bloomin’ Brands, Red Robin and Darden Restaurants.

“Throughout her time at First Watch, Ashlee has consistently demonstrated strong financial discipline, strategic insight and a results-driven mindset,” First Watch CEO and President Chris Tomasso says in a statement. “She has strengthened our financial foundation, advanced key growth initiatives and built a high-performing team to support our continued growth and evolution.”

Weisser succeeds Mel Hope as CFO after he announced his planned retirement in February; he will continue serving as an advisor through the transition, according to a statement.

Hope, who joined First Watch in 2018, helped guide the company through the IPO process; First Watch went public in 2021. He also played a role in the brand’s national expansion. First Watch has more than 640 restaurants across 32 states and plans to expand its restaurant portfolio by 10% each year until reaching 2,200 locations.

“We are grateful for Mel’s leadership and many contributions over the years including his significant role in our successful initial public offering,” Tomasso says, “and we look forward to continuing to benefit from his experience and counsel as an advisor in the months ahead.”

First Watch posted $1.2 billion in revenue in 2025.