First Watch Names Ashlee Weisser as New CFO

First Watch Taps Ashlee Weisser to Lead Financial Strategy as CFO

First Watch Restaurant Group has named Ashlee Weisser as its new Chief Financial Officer, effective June 8.

The appointment marks a significant moment for the daytime dining brand, placing one of its own internal leaders at the helm of its financial operations during a period of continued growth and evolution.

Weisser steps into the role with a deep familiarity with First Watch's business, having spent the past two years embedded in its financial planning operations- making this a promotion built on demonstrated performance rather than an outside hire.

Succeeding a CFO Who Helped Take the Company Public

Weisser takes over from Mel Hope, whose tenure at First Watch was defined by a series of landmark achievements, most notably his central role in the company's successful initial public offering. Hope announced his planned retirement earlier this year, and the transition has been managed deliberately to ensure continuity.

Rather than stepping away entirely, he will remain engaged in an advisory capacity in the months ahead, providing counsel as Weisser settles into the position. CEO and President Chris Tomasso paid tribute to Hope's contributions, noting that the company looks forward to continuing to benefit from his experience during the handover period.

A Finance Career Built Across Some of the Industry's Biggest Names

Weisser brings more than 15 years of restaurant industry finance experience to her new role, with a career that spans some of the most recognisable names in the sector.

Early in her professional journey, she held a series of finance positions of increasing seniority at Darden Restaurants, Red Robin, and Bloomin' Brands- three companies that collectively represent a significant slice of the casual and full-service dining landscape.

That grounding gave her a broad and rigorous foundation in restaurant finance before she moved into more senior leadership roles.

Her Time at Maple Street Biscuit Company Proved Her CFO Credentials

Before joining First Watch, Weisser served as CFO at Maple Street Biscuit Company during one of the most demanding phases of its corporate life- the aggressive growth period that followed its acquisition by Cracker Barrel. Navigating the financial complexities of rapid expansion under new ownership requires a particular combination of discipline, adaptability, and strategic clarity.

The fact that Weisser held the top finance role through that stretch speaks directly to her readiness for the responsibilities she is now taking on at First Watch. It is the kind of experience that does not show up on a résumé in full- it has to be lived, and Weisser clearly lived it.

Two Years Inside First Watch Before the Promotion

Weisser joined First Watch in 2023 as Senior Vice President of Financial Planning and Analysis, a role that put her at the centre of the company's financial decision-making well before her elevation to CFO. That period of internal experience matters.

She has had time to understand the business from the inside, build relationships with the leadership team, and contribute to the strategic initiatives that are now shaping First Watch's growth trajectory. When Tomasso speaks about her having "strengthened the financial foundation" and "built a high-performing team," he is describing someone who has already been doing much of the work the CFO role demands.

Leadership's Verdict - Discipline, Insight, and a Results-Driven Mindset

Tomasso was unambiguous in his assessment of why Weisser earned the promotion. "Throughout her time at First Watch, Ashlee has consistently demonstrated strong financial discipline, strategic insight and a results-driven mindset," he said.
"She has strengthened our financial foundation, advanced key growth initiatives and built a high-performing team to support our continued growth and evolution. This promotion reflects both her track record and her leadership, and we're confident she will continue to play a critical role in driving our long-term success and shareholder value.
" It is a statement of confidence that goes beyond the standard corporate announcement- it outlines specifically what Weisser has already delivered and signals clearly what the company expects her to continue building in the years ahead.

First Watch Taps Ashlee Weisser to Lead Financial Strategy as CFO