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Rapid Tech Implementation Transforms First Watch Guest Experience

First Watch is a daytime cafe concept serving made-to-order breakfast, brunch, and lunch—and quickly shifted to a hybrid model of dine-in and take-out in the wake of the pandemic

years open for service
May 2020
STARTED running wisely
States with Presence

Before COVID-19, we never intended to put “get in line” on the website. Now it's all about reducing friction and creating an occasion at home. We're leaning in to how off-premise can actually be a positive brand experience.

Matt Eisenacher
SVP Brand Strategy & Innovation


First Watch has always been a dine-in destination for guests, and off-premise was not a core strategic play. During COVID-19, off-premise sales jumped from 5% to ~30%. First Watch needed to fast track implementation of a new tech stack to better communicate with guests, capture customer insights, and execute targeted marketing—all while delivering a First Watch experience, even at home.


Reduce friction by implementing Wisely’s remote waitlist, a refreshed guest app, and Olo online ordering. Build brand awareness with online presence and targeted campaigns via Wisely’s Marketing Automation. Deeply understand guest behavior and preferences with Wisely’s CRM to focus initiatives on frequency and loyalty.

The Results

380 locations rolled out new tech platforms (online ordering & Wisely) in a matter of weeks
53% of all waitlist parties joined via digital channels (Google, web, app, social) since tech roll-out
676K+ online orders made and 800K+ contacts added to Wisely’s CRM in under three months