Greg Barber Joins First Watch as Chief Transformation Officer

Award-winning breakfast, brunch and lunch concept First Watch has hired Greg Barber as its new Chief Transformation Officer. In this newly created role, Barber is responsible for leading strategy development and will partner with First Watch’s key functional leaders on the development and implementation of critical corporate initiatives.

Prior to joining First Watch, Barber spent 9 years working for PepsiCo, Inc. where he led strategy development for Pepsico’s North American beverage division before ultimately leading the Fortune 50 company’s global business development in the foodservice space. Prior to working for PepsiCo, he spent time working for Mrs. Fields Famous Brands as president of TCBY and has also worked for various private equity and strategy consulting firms including Bain & Company.

“As we move further into 2020, we continue to refine our strategic growth plans and invest in people and platform infrastructure to support our upward trajectory,” said Chris Tomasso, CEO and president of First Watch.

Barber reports directly to Tomasso.