First Watch Turns Breakfast Into a Psychological Game

The collaboration mirrors the tension of the show, where contestants navigate secret alliances and sabotage in a Scottish castle. Diners can order themed items like the Traitor Tri-Fecta and Bacon of Betrayal while engaging with digital missions through the restaurant's mobile app. According to Matt Eisenacher, Chief Brand Officer at First Watch, the goal is to capture the unpredictable energy of the show’s breakfast table discussions and bring that intrigue to their own dining rooms.

Beyond the menu, the campaign includes a sweepstakes offering a year of free breakfast and official show merchandise. Participants can track their progress through bi-weekly app-based challenges designed to test their detective skills. The initiative aligns with the season premiere of the civilian version of the Emmy-winning series, which tasks players with identifying hidden saboteurs to secure a prize fund of up to $250,000.