Firehouse Subs Starts 2017 Strong: International Expansion Into Mexico And No. 1 Overall Brand Ranking

January 25, 2017 // Franchising.com // JACKSONVILLE, Fla. - On the heels of being named No. 1 Overall Brand by Technomic’s Chain Restaurant Consumers’ Choice Awards*, Firehouse Subs® announces the next phase of its international development with the opening of its first franchise location in Mexico. With more than 1,045 locations across 44 states, Puerto Rico and Canada, 45 restaurants will open in Mexico over the next five years. The American fast-casual chain founded by firefighting brothers Chris and Robin Sorensen brings its award-winning food and authentic firefighter heritage to guests in Santa Fe, Mexico City, Mexico as the first restaurant opens this week.

“As we continue establishing the Firehouse Subs brand outside of the United States it’s exciting to further grow and develop our international footprint with the introduction of the first restaurant in Mexico,” said Don Fox, Chief Executive Officer, Firehouse of America, LLC. “Firehouse Subs partner Latin America Subs Mexico S de R.L. de C.V. understands the consumer in this market and together we look forward to bringing Firehouse’s signature subs to guests in Mexico, while providing business opportunities for entrepreneurs in the country.”

Leading Firehouse Subs’ entry into Mexico is Aniceto Solares, Chief Executive Officer, Latin America Subs Mexico S de R.L. de C.V., and Armando Jacomino, vice president and general manager. Jacomino, of Miami, joined the Firehouse Subs family in 2015 and brings decades of restaurant industry experience to his role as the brand’s first operator in Mexico.

"Firehouse Subs stood out for its exceptional product, rapid growth and dedication to community service. One taste and we knew this was unlike any other sandwich brand,” said Jacomino about his reasons for joining the Firehouse Subs. “Santa Fe, Mexico City is a developing area, and we feel consumers will be attracted to the brand’s authentic culture and fall in love with the product.”

The Mexico opening continues Firehouse Subs’ brand development plans. Expansion into non-traditional locations such as airports, military bases and college campuses, as well as additional international markets will drive the brand’s growth in 2017. Additionally, projected openings into new regions of the United States, including Alaska, are expected to further advance Firehouse Subs’ presence nationwide.

Firehouse Subs extinguishes guests’ hunger with medium and large hot specialty subs, including the number one selling Hook & Ladder sub, served with smoked turkey breast and Virginia honey ham smothered with Monterey Jack cheese. Other top sellers include the Smokehouse Beef & Cheddar Brisket, loaded with USDA choice beef brisket smoked for at least 16 hours in an authentic Texas smokehouse and topped with melted cheddar cheese and a special combination of sauces, including Sweet Baby Ray’s Barbecue Sauce.

Unique to Firehouse Subs is Captain Sorensen’s Datil Pepper Hot Sauce, named in honor of the founding brothers’ father, Rob Sorensen, a 43-year retired fire captain. The sauce has a spicy-sweet flavor from the datil pepper, a hot pepper similar to habaneros, but with a sweeter taste. Additionally, each restaurant offers an assortment of 50+ complimentary hot sauces.

In 2005, Firehouse Subs created the Firehouse Subs Public Safety Foundation® with the mission of providing funding, life-saving equipment and educational opportunities to first responders and public safety organizations. Many first responders make do with older equipment and have limited or no access to needed resources, but Firehouse Subs Public Safety Foundation has given $24 million to hometown heroes in 46 states, Puerto Rico and Canada. Local fundraising initiatives include recycling empty five-gallon pickle buckets and selling them to guests for $2 each, a Round Up Program allowing guests to “round up” their bill to the nearest dollar and spare change donation canisters. Similar to the expansion of the Foundation in Canada, plans to establish Firehouse Subs Public Safety Foundation of Mexico are underway.

*Restaurant Business Magazine partnered with Technomic for its Consumer Brand Metrics program.

About Firehouse Subs

Firehouse Subs® is a fast casual restaurant chain with a passion for Hearty and Flavorful Food, Heartfelt Service and Public Safety. Founded by brothers and former firefighters Chris Sorensen and Robin Sorensen, Firehouse Subs is a brand built on decades of fire and police service, steaming hot subs piled higher with the highest quality meats and cheeses and its commitment to saving lives through the establishment of the non-profit Firehouse Subs Public Safety Foundation®. The founders are the real deal, the food is their creation and the restaurant is built upon a family of franchise operators who share their same passion for generously serving food and community. In 2015, Firehouse Subs expanded its brand presence to the international market, debuting in Ontario, Canada and further expanding in 2017 to Mexico City, Mexico. Also in 2015, the brand introduced its first digital loyalty rewards program, Firehouse Rewards, which allows guests to earn and redeem points for each visit through a smartphone app. Firehouse Subs is consistently recognized as a leader in the fast casual segment. For the last three years, Firehouse Subs was ranked No. 1 by Technomic’s Chain Restaurant Consumers’ Choice Awards among fast casual brands in the categories of overall brand (2017), food quality (2016), service (2015) and atmosphere (2014). Forbes recognized Firehouse Subs in 2015 as a Best Franchise to Buy.

To learn more, visit www.firehousesubsmexico.com.

Quick Facts:

  • 44 states, Puerto Rico, Canada and Mexico
  • 1,045+ restaurants
  • $24+ million donated to public safety organizations
  • Headquartered in Jacksonville, Fla.

SOURCE Firehouse Subs

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