American sandwich chain Firehouse Subs is set to launch in Australia, with plans to open 165 restaurants over the next decade. The first location is expected to open in Southeast Queensland in late 2025.
Retail Food Group (RFG), Australia’s largest multi-brand food franchisor, has entered into an agreement with a subsidiary of Restaurant Brands International (RBI) to bring Firehouse Subs to the country. RFG owns several well-known Australian food brands, including Gloria Jean’s, Donut King, Brumby’s Bakery, Beefy’s Pies and Crust Pizza.
Matt Marshall, CEO of RFG, said the introduction of Firehouse Subs to Australia’s $1.7 billion sandwich market is a significant opportunity.
“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. We couldn’t ask for a better partner than RBI, bringing global scale and new market entry expertise.”
RFG plans to open 15 company-owned restaurants within the first three years before expanding franchising opportunities from 2027, pending certain conditions. The rollout is expected to create thousands of jobs across construction, supply chain, restaurant operations, and corporate support.
Thiago Santelmo, President of RBI International, said they are excited to expand Firehouse Subs in the Asia-Pacific region, bringing the 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.”
Founded in Florida in 1994 by two former firefighters, Firehouse Subs is known for its made-to-order sandwiches with steamed meats and cheeses. The menu includes signature items such as the Hook and Ladder, Firehouse Italian, and the Firehouse Beef & Cheddar Brisket.
Firehouse Subs currently operates over 1,300 restaurants across the U.S., Canada, Switzerland, Mexico, Albania, and the United Arab Emirates, with further expansion planned in Brazil later this year. The brand also has a history of supporting emergency services through grants for equipment, training, and aid programs.
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