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By NOAH WORTHAM | Managing Editor 

ALABASTER – The city of Alabaster announced that First Watch will be opening a new location in the Shoppes at District 31 which is currently under construction off of U.S. 31.

The developer, Alumni Properties, has entered into a lease with First Watch, Inc. to provide a 4,400 square foot location at the mixed-use district, Shoppes at District 31, in Alabaster off of U.S. 31.

“The breakfast-brunch category has been highly requested based on feedback we received while completing the pre-development stages of the project,” said Keith Owens, managing partner of Alumni Properties.

First Watch offers a variety of breakfast items that are marked as being healthier than other breakfast chains. The breakfast chain gets its namesake from a nautical term that refers to the first shift of the day.

“First Watch brings their unique chef-driven menu to the community and a new restaurant offering to Alabaster residents and Shelby County customers that is not currently available in the market,” Owens said. “We are extremely pleased to have their flagship store in the development and look forward to the friendly staff serving the first meal of the day”

The project is current being leased by a Birmingham-based retail specialist that represented Alumni Properties, while Southpace Properties and The Shopping Center Group represented First Watch.

First Watch offers a seasonal menu and sources fresh ingredients to adjust with the changing of the seasons. The menu changes five times a year—an approach the chain has received national awards for.

First Watch’s menu includes a variety of favorites and specialties such as the Quinoa Power Bowl, farm stand breakfast tacos, avocado toast, Chickichanga, Morning Meditation, spiked lavender lemonade and its signature Million Dollar Bacon.

According to information released by Alumni Properties, First Watch was recognized in 2023 as the top restaurant brand in Yelp’s inaugural list of the top 50 most-loved brands in the U.S. In 2023 and 2022, the chain was named in the Top 100 Most Loved Workplaces in Newsweek by the Best Practice Institute. In 2022, First Watch was awarded a MenuMasters honor by Nation’s Restaurant News for its seasonal Braised Short Rib Omelet and recognized with ADP’s Culture at Work Award. The restaurant chain operates more than 535 restaurants in 29 states.

According to Owens, the new First Watch at the Shoppes at District 31 will contain more than enough indoor seating as well as a covered outdoor patio for addition dining space. The business will also offer curbside and carryout services.

“First Watch joins our other previously announced new-to-market tenants in the center, Chipotle, CAVA, Five Guys Burger and Fries and Nothing Bundt Cakes,” Owens said. “There are currently three remaining spaces to fill in the project, which we hope to be announcing new tenants very soon.”

The Shoppes at District 31 is planned to be 36,000 square foot mixed–use center located on U.S. 31, located just off the Interstate 65 at Exit 238. Construction on the Shoppes at District 31 is currently underway with a planned opening for fall 2025.

The Shoppes at District 31 center is part of the greater District 31 development which was previously reported to be bringing 65 new businesses to the city. The development will benefit the city of Alabaster by generating sales tax and is planned to bring major retailers to the local market.

According to previously released plans for the project, District 31 is set to bring new-to-market national and regional anchor stores, outparcel restaurants, small shops, fast casual restaurants, potential hotel space and office spaces.

In order to handle traffic on U.S. 31 and travel from I-65, multiple transportation improvements will be brought to the development area. Once fully completed, District 31 will add to the city’s high-visibility on the U.S. 31 and I-65 corridors and will create hundreds of new local jobs.

According to previous estimations, once fully completed, District 31 will generate an estimated $2.8 million per year in new city sales taxes and an estimated $1.4 million in new school sales tax.

Pre-development activities for District 31 are wrapping up  with the project slated to start in the coming months with an opening date set for 2026.