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Bradenton, Florida- First Watch, the popular breakfast, brunch and lunch restaurant based out of Bradenton has hired a new executive vice president as they continue to expand their brand.

Long-time Starbucks executive Joe Genovese has been named the vice president of franchise development, and will take the lead of the restaurant's "aggressive" growth strategy efforts.

Over the 15-year span with Starbucks, Genovese held various roles, including national account director and vice president, franchising for the Seattle's Best brand. He also served as executive vice president, marketing and chief development officer for AFC Enterprises.

First Watch currently has 115 restaurants nationally, 14 of which opened in 2013. Representatives say they have plans for nine more openings during the first half of 2014.

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