Firehouse Subs plots international store expansion

Firehouse Subs has opened its first location outside North America — with more to come.

The quick-service brand kicked off its global expansion plans with the opening of a restaurant in Zurich, Switzerland. It also signed a development agreement to launch in Mexico later this year.

Firehouse Subs, which has more than 1,200 restaurants across the U.S. and Canada, was acquired by Restaurant Brands International Inc., parent company of Burger King, Tim Hortons and Popeyes Lousiana Kitchen, in 2021. The brand was founded by two former firefighting brothers in Jacksonville, Fla., in 1994, with a commitment to saving lives through raising funds to support local public safety organizations.

"Firehouse Subs is our newest brand, and we are excited about its global expansion potential,” said David Shear, president international, RBI. “The entry into Switzerlandand development agreement in Mexico are the first steps in our international expansion, and we are working to launch the brand in key growth countries across EMEA, APAC and Latin America. “

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 and a dedicated area for click & collect. It also offers table service and seating for 62.

Firehouse Subs said it 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.

Philanthropy is key to the brand. To date, more than $80 million has been awarded to first responders and public safety organizations in the U.S. and Canada. Firehouse Subs in Switzerland intends to demonstrate the brand's values by supporting public safety and first responder organizations by raising funds through its new foundation.

Restaurant Brands International is one of the world's largest quick service restaurant companies, with over $35 billion in annual system-wide sales and approximately 30,000 restaurants in more than 100 countries.