The Traitors: New Blood and First Watch Serve Up A Devilishly Delicious Breakfast This Fall

Faithfuls and Traitors alike are invited to experience a taste of the castle in a whole new way

BRADENTON, Fla. , Sept. 15, 2026 /PRNewswire/ -- Breakfast has never been so treacherous. This fall, First Watch is partnering with The Traitors: New Blood, to bring mystery, strategy and a few unexpected twists to breakfast tables nationwide. Through themed menu experiences, interactive missions and more, fans will have the chance to put their detective skills to the test, all while enjoying their First Watch favorites.

Beginning September 15, fans nationwide can step into the world of The Traitors: New Blood through a limited-time collaboration featuring a Traitors-inspired menu. Familiar breakfast favorites are served with an intriguing twist, from the Traitor Tri-Fecta and Bacon of Betrayal to Tres Leches Treachery, alongside interactive digital missions and exclusive rewards through the First Watch app. Whether you're a Faithful, a Traitor or just here for breakfast, every visit offers fans a chance to uncover clues and crack codes while navigating a series of app-based missions inspired by the hit competition series airing on NBC this fall. 

"As the nation's leading Daytime Dining restaurant, we know breakfast is more than a meal. It's a moment that brings people together," said Matt Eisenacher, Chief Brand Officer at First Watch. "Every morning on The Traitors: New Blood, contestants gather around the table to uncover surprises, share suspicions and react to the unexpected. We loved the idea of bringing some of that energy and intrigue to breakfast lovers in our restaurants nationwide."

Come for breakfast but stay for the ultimate mission. Fans can enter a nationwide sweepstakes for the chance to win Breakfast for a Year at First Watch and official Traitors swag.

To learn more about the partnership, participate in bi-weekly missions and explore exclusive experiences, visit www.firstwatch/traitors and download the First Watch app. Trust no one, especially before coffee.

About First Watch

First Watch is the leading Daytime Dining concept serving made-to-order breakfast, brunch and lunch using fresh ingredients. A recipient of hundreds of local "Best Breakfast" and "Best Brunch" accolades, First Watch's chef-driven menu rotates five times a year and includes elevated executions of classic favorites alongside specialties such as its Quinoa Power Bowl, Lemon Ricotta Pancakes, Chickichanga, Morning Meditation fresh juice and signature Million Dollar Bacon. After first appearing on the list in 2022 and 2023, First Watch was named 2024's #1 Most Loved Workplace® in America by Newsweek and the Best Practice Institute. In 2023, First Watch was named the top restaurant brand in Yelp's inaugural list of the top 50 most-loved brands in the U.S. In 2022, First Watch was awarded a sought-after MenuMasters honor by Nation's Restaurant News for its seasonal Braised Short Rib Omelet. First Watch operates more than 660 First Watch restaurants in 33 states. For more information, visit www.firstwatch.com.

About The Traitors: New Blood

The Traitors is coming to NBC with an all-new civilian version, deemed The Traitors: New Blood for the upcoming season of the Emmy Award-winning competition reality series known for strategic gameplay and skillful saboteurs.

Set at a castle deep in the Scottish Highlands, this nail-biting psychological adventure sees contestants work together on a series of exhilarating missions to build a prize fund worth up to $250,000. Hidden among the Faithful are the Traitors, who murder the Faithful one-by-one under the cover of darkness as the Faithful race to uncover them from the game. At the end of the game, if the remaining Faithful banish every Traitor, they share the prize fund; if even one Traitor survives to the end, the Traitors take it all.

The Traitors is produced by Studio Lambert. Alan Cumming hosts and serves as executive producer alongside Mike Cotton, Sam Rees-Jones, Rosie Franks, Jack Burgess, Stephen Lambert, Tim Harcourt and Doran Azouelos.

The format was created and developed by IDTV in cooperation with RTL Creative Unit and is distributed by All3Media International, part of media and entertainment group, Banijay Entertainment.

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SOURCE First Watch Restaurants