The collaboration mirrors the tension of the show, where contestants navigate secret alliances and sabotage in a Scottish castle. Diners can order themed items like the Traitor Tri-Fecta and Bacon of Betrayal while engaging with digital missions through the restaurant's mobile app. According to Matt Eisenacher, Chief Brand Officer at First Watch, the goal is to capture the unpredictable energy of the show’s breakfast table discussions and bring that intrigue to their own dining rooms.
First Watch Turns Breakfast Into a Psychological Game
Trust no one, especially before your morning coffee. Starting September 15, the daytime dining chain First Watch is injecting a dose of high-stakes paranoia into its menu by partnering with the upcoming NBC reality competition series The Traitors: New Blood to launch a nationwide interactive dining experience.
Beyond the menu, the campaign includes a sweepstakes offering a year of free breakfast and official show merchandise. Participants can track their progress through bi-weekly app-based challenges designed to test their detective skills. The initiative aligns with the season premiere of the civilian version of the Emmy-winning series, which tasks players with identifying hidden saboteurs to secure a prize fund of up to $250,000.
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