Former Starbucks executive takes on franchising role.

Joe Genovese is the new vice president, franchise development for First Watch, a breakfast, brunch and lunch concept. In his new role Genovese will lead the franchising efforts, including sales and development for First Watch, which operates 115 locations.

A 40-year veteran of the foodservice industry, Genovese joins First Watch from Starbucks Coffee Company where for the last 15 years he served in various roles including national account director and vice president, franchising for the Seattle's Best brand. He has also served as executive vice president, marketing and chief development officer for AFC Enterprises.