Retail Food Group (RFG) has plans to disrupt Australia’s $1.7 billion sandwich market when it brings popular US brand Firehouse Subs here later in 2025. The multi-brand food franchisor has targeted south east Queensland for the launch restaurant, and plans 165 restaurants in 10 years.
Restaurant Brands International (RBI) owns the Firehouse Subs brand.
Thiago Santelmo, president of RBI International, said “We are excited to expand Firehouse Subs in the Asia-Pacific region, bringing our iconic sandwiches and rich brand heritage to Australia. This is made possible through our partnership with RFG, whose deep local expertise will be instrumental in delivering an outstanding guest experience.”
RFG’s first Firehouse Subs will be company-owned restaurants
RFG CEO Matt Marshall said 15 company-owned restaurants will open within the next three years. The brand will then open to franchising in year four, subject to certain conditions.
Marshall said the introduction of Firehouse Subs will be a good addition to its suite of brands which include Beefy’s Pies, Brumby’s Bakery, Crust Gourmet Pizza, Donut King and Gloria Jean’s.
News of the new sibling comes just a week after RFG revealed it is working to rebrand Michel’s Patisserie stores to either Donut King or Gloria Jean’s.
The Firehouse Subs brand caters for a range of small and large store formats which provides flexibility in reaching consumers in a wide variety of locations.
Marshall said “I am convinced that Australians have never tried anything like the quality and flavour of Firehouse Subs. This is a brand that is all about the highest quality sandwiches with exceptional service,” he said. “We couldn’t ask for a better partner than RBI, bringing global scale and new market entry expertise.”
International business has more than 1300 restaurants
Firehouse Subs is known for its made-to-order sandwiches layered with premium meats and cheeses sliced in-house and then steamed hot.
The business was founded in Florida in 1994 by two former firefighter brothers; it now has more than over 1,300 restaurants across the US, Canada, Switzerland, Mexico, Albania and the United Arab Emirates.
There are plans to launch the brand in Brazil this year.
The brand is built on decades of fire and police service and is committed to saving lives through grants for equipment, training and support to emergency workers under its non-profit Firehouse Subs Public Safety Foundation.
