In a major move to extend its international footprint, the Firehouse Subs® brand, in collaboration with Foodplay®, proudly announced today a landmark development agreement aimed at introducing and scaling the popular U.S. sandwich chain across Mexico. The partnership sets an ambitious goal: to open 100 Firehouse Subs locations across Monterrey and other key Mexican cities within the next five years.
Founded in Jacksonville, Florida in 1994 by brothers Robin and Chris Sorensen—both former firefighters—Firehouse Subs has carved out a distinctive niche in the fast-casual restaurant industry. The brand is celebrated not only for its premium hot sandwiches but also for its deep-rooted commitment to community service and public safety. This ethos will now serve as the foundation for its expansion into the vibrant and rapidly evolving Mexican dining landscape.
A Premium Sandwich Experience Arrives in Mexico
Known for its hearty, made-to-order subs crafted with high-quality ingredients, Firehouse Subs has consistently earned accolades in the United States for taste, portion size, and customer satisfaction. Each sandwich is carefully prepared with meats and cheeses sliced fresh in-house, then steamed together using a proprietary cooking process that enhances flavor and juiciness. Popular menu items include the Hook & Ladder®, a smoked turkey and Virginia honey ham combo; the Firehouse Italian™, a zesty blend of Italian meats and melted provolone; and the Firehouse Beef & Cheddar Brisket™, which features USDA Choice beef brisket, cheddar cheese, and a rich sweet barbecue sauce.
These fan favorites, and many more, will soon be available to Mexican customers, offering a flavorful new alternative in a market that has shown growing interest in premium fast-casual dining experiences.
Strong Support from Restaurant Brands International
Duncan Montero, President of Latin America and the Caribbean (LAC) for Restaurant Brands International (RBI)—the parent company of Firehouse Subs, which also owns global brands like Burger King, Popeyes, and Tim Hortons—expressed great confidence in the brand’s potential in Mexico.
“We believe Firehouse Subs has tremendous potential in Mexico’s growing sandwich market,” said Montero. “We’re excited to bring Firehouse’s premium subs, heartfelt service, and community-centered mission to new guests throughout the country.”
Montero’s statement reflects RBI’s larger strategy of investing in high-growth international markets, particularly in Latin America, where rising consumer incomes and evolving dining preferences are creating opportunities for premium, differentiated food concepts.
Local Partnership with Foodplay Ensures Regional Expertise
The expansion will be spearheaded by Foodplay, a well-regarded player in Mexico’s food and beverage industry. As the exclusive developer of Firehouse Subs in the country, Foodplay brings local market expertise, operational know-how, and a proven track record of scaling global food brands in Mexico.
Braulio Lopez, Chief Operating Officer at Foodplay, emphasized the broader impact of the partnership beyond just food.
“We are honored to grow this iconic subs brand in Mexico and are fully committed to its success,” said Lopez. “This expansion is not only about bringing high-quality, bold, and delicious subs to the region, but also about creating hundreds of jobs and long-term career opportunities.”
Indeed, the agreement is expected to generate significant employment opportunities across various roles—from restaurant operations and management to supply chain and logistics—supporting Mexico’s broader economic development.
First Restaurant to Launch in Monterrey in 2025
According to the agreement, the first Firehouse Subs location in Mexico will open later this year in Monterrey, the capital of the northeastern state of Nuevo León. Monterrey, a thriving industrial and economic hub, is an ideal launchpad for the brand’s entry into the Mexican market due to its affluent consumer base and robust food culture.
Following the Monterrey debut, additional locations are planned in nearby urban areas, with a strategic focus on expanding into other major Mexican cities including Mexico City, Guadalajara, and Puebla over the five-year rollout. Each location will be designed to reflect the core values of the Firehouse Subs brand while incorporating elements of local culture and culinary preferences.
A Brand Built on Service and Public Safety
One of the distinguishing characteristics of Firehouse Subs is its enduring commitment to public safety. The company was born from the Sorensen brothers’ experience in the fire service, and it continues to honor that heritage through the Firehouse Subs Public Safety Foundation. The foundation has donated more than $75 million to support first responders and public safety organizations since its inception, primarily through grants for lifesaving equipment, training, and disaster relief.
As the brand expands into Mexico, the company has indicated that this spirit of giving back will be an integral part of its operations in the new market. Plans are underway to develop localized initiatives in partnership with public service organizations across Mexico, further embedding the brand into the fabric of the communities it serves.
Global Growth Continues for Firehouse Subs
This new development agreement in Mexico is part of Firehouse Subs’ broader international expansion strategy. With over 1,300 restaurants currently operating across the United States, Canada, Switzerland, Mexico, Albania, and the United Arab Emirates, the brand has gained significant traction as a global player in the fast-casual segment. Later this year, Firehouse Subs plans to open its first restaurants in Brazil and Australia, marking continued momentum in both hemispheres.
Each international expansion is carefully managed to ensure operational consistency and brand integrity, while also allowing for cultural adaptation to better serve local markets. This strategy has been key to Firehouse Subs’ success and is expected to play a vital role as it scales up in Mexico and beyond.
