First Watch promotes Ashlee Weisser to CFO
The seasoned finance leader replaces Mel Hope, who announced his retirement in February.
June 9, 2026
First Watch looked inward for its next chief financial officer.
The family-dining chain on Monday named Ashlee Weisser as its new CFO. Weisser had been First Watch’s SVP of financial planning and analysis since 2023 and has nearly 20 years of experience in restaurant finance and marketing at brands including Maple Street Biscuit Co., Bloomin’ Brands, Red Robin and Darden.
She replaces Mel Hope, who announced his retirement from First Watch in February after seven years. Hope will continue to serve as an advisor to help with the transition.
Weisser has CFO experience. During her three years at Bloomin', she was CFO of Carrabba's, Bonefish Grill, and Fleming's, and then Outback Steakhouse. She then became CFO of Maple Street for nearly two years after it was acquired by Cracker Barrel. After that she was CFO of Raney’s Truck Parts for 10 months before joining First Watch.
In a statement, First Watch CEO Chris Tommaso praised Weisser’s financial discipline, strategic insight and results-driven mindset.
“She has strengthened our financial foundation, advanced key growth initiatives and built a high-performing team to support our continued growth and evolution,” Tomasso said. “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.”
The Bradenton, Florida-based chain is the leader of the growing breakfast-and-lunch category, with about 650 locations and more than $1.3 billion in sales in 2025, an increase of 16% year over year. It has been opening new restaurants at a rapid clip and expects to finish 2026 with as many as 63 net-new units.
However, its stock is down more than 33% year to date and has been trading at all-time lows recently.
About the Author
Joe Guszkowski
Senior editor, Restaurant Business
Joe Guszkowski is a senior editor with Restaurant Business covering technology and casual-dining chains.
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