Firehouse Subs eyes EMEA, APAC for international expansion

The brand recently announced its first restaurant opening outside North America.

Firehouse Subs will be expanding in key growth countries across EMEA, APAC and Latin America, Restaurant Brands International announced.

This comes as Firehouse Subs opened its first restaurant in Switzerland and announced the signing of a development agreement to launch in Mexico later this year, marking the beginning of the brand’s global expansion plans.

"Sandwiches represent one of the top food occasions for consumers across markets. With its truly differentiated product offering and strong brand heritage, we are confident that Firehouse Subs can achieve tremendous growth internationally,” said David Shear, President International RBI.

The brand conducted research in several high-priority markets to understand guests' profiles and provide local relevance. This will be reflected in the menu, image, and overall guest experience.

The first Firehouse Subs restaurant in Switzerland will be used as a showcase for future international developments as it unveils a reimagined guest-centric approach featuring self-order kiosks, mobile ordering, a dedicated area for click & collect, table service and 62 comfortable seats where guests can enjoy the delicious subs the brand is known for.

Firehouse Subs was founded by two former firefighting brothers in Jacksonville, Florida in 1994. Firehouse Subs is all about hearty portions, premium ingredients, and delicious recipes, with a commitment to saving lives through raising funds to support local public safety organizations. To date, more than $80m has been awarded to first responders and public safety organizations in the U.S. and Canada.