ZUG, Switz. — Firehouse Subs has opened its first restaurant in Switzerland and has signed a development agreement to launch in Mexico later this year, marking the beginning of the brand’s expansion plan globally, with the first opening outside North America.
Founded by two former firefighting brothers in Jacksonville, Fla. in 1994, Firehouse Subs will benefit from the scale and proven growth capabilities of its parent company Restaurant Brands International (RBI) Inc. 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 re-imagined guest-centric approach featuring self-ordering kiosks, mobile ordering, a dedicated area for click & collect, table service and 62 comfortable seats. Guests can look forward to new favourites, including the Hook & Ladder, Firehouse Italian and the Firehouse Beef & Cheddar Brisket. The new cold sub Roast Beef & Cheddar is available only in Switzerland.
“Firehouse Subs is our newest brand, and we’re excited about its global expansion potential. The entry into Switzerland and development agreement in Mexico are the first steps in our international expansion, and we’re working to launch the brand in key growth countries across EMEA, APAC and Latin America,” says David Shear, president international RBI. “Sandwiches represent one of the top food occasions for consumers across markets. With its truly differentiated product offering and strong brand heritage, we’re confident that Firehouse Subs can achieve tremendous growth internationally.”
