A key ingredient to this momentum is the chain’s willingness to spend and experiment in areas that lead to profitable growth. Weisser is also juggling the brand’s development and menu innovation costs, which can grow sales and traffic. In June, it increased year over year, First Watch CEO and President Chris Tomasso said during an earnings call last week. “That balance between how much you charge for something or how much you spend to get something is a fine line.” Premium menu item lifts food costsFirst Watch’s seasonal menus can increase costs because they add new ingredients to the menu.