Introduction of Firehouse Subs® in Mexico through a Development Agreement
Monterrey, Nuevo León – May 27, 2025 – Firehouse Subs® and Foodplay® are proud to announce a development agreement that will introduce and expand the iconic Firehouse Subs brand in Mexico, with plans to open 100 restaurants across Monterrey and other major cities over the next five years.
About Firehouse Subs®
Founded in Jacksonville, Florida, in 1994 by two brothers and former firefighters, Firehouse Subs is renowned for its premium sandwiches made with high-quality meats and cheeses, hand-sliced and steamed to perfection using a unique method that enhances their juicy flavor. The brand’s freshly prepared sandwiches consistently rank high in consumer surveys for quality and taste within the sandwich category. Firehouse Subs is also known for its personalized service and strong commitment to public safety.
Duncan Montero, President of LAC at Restaurant Brands International (RBI), the parent company of Firehouse Subs, commented: “We believe Firehouse Subs has significant potential in Mexico’s growing bakery and sandwich market. We are excited to bring Firehouse Subs’ premium sandwiches, genuine service, and community-focused mission to new consumers across the country.”
Braulio López, Director of Operations at Foodplay®, added: “It’s an honor to grow this iconic sandwich brand in Mexico, and we are fully committed to its success. This expansion is not just about offering high-quality, bold, and delicious sandwiches in the region but also about creating hundreds of new jobs and long-term career opportunities.”
Expansion Details and Impact
Foodplay® plans to open the first Firehouse Subs restaurant in Monterrey, Nuevo León, this year, followed by new openings in the metropolitan area. This expansion is expected to generate hundreds of new jobs across Mexico.
Diners will be able to enjoy popular, flavor-packed favorites like the Brisket & Cheddar™, the Italian™, and the Cajun chicken.
With over 1,300 restaurants in the United States, Canada, Switzerland, Mexico, Albania, and the United Arab Emirates, Firehouse Subs aims to open its first restaurants in Brazil and Australia later this year. This new agreement marks another milestone in the brand’s growth strategy in Latin America and worldwide.
Firehouse Subs® Background
Firehouse Subs® is a restaurant chain passionate about providing hearty, flavorful food, genuine service, and a commitment to public safety. Founded in Jacksonville, Florida, in 1994 by two brothers and former firefighters, Firehouse Subs is built on decades of service in fire and police departments, offering generous hot sandwiches made with the finest meats and cheeses. The brand also has a strong commitment to saving lives through its nonprofit organization, the Firehouse Subs Public Safety Foundation®.
Firehouse Subs is part of Restaurant Brands International Inc. (“RBI”), one of the world’s largest quick-service restaurant companies, with nearly $45 billion in annual system sales and more than 32,000 restaurants across over 120 countries and territories. RBI owns four of the world’s most recognized and iconic food brands: TIM HORTONS®, BURGER KING®, POPEYES®, and FIREHOUSE SUBS®.
Key Questions and Answers
- Q: Who is Firehouse Subs®? A: Firehouse Subs® is a restaurant chain known for its premium sandwiches, genuine service, and commitment to public safety. Founded in 1994 by two brothers and former firefighters, the brand has grown to over 1,300 locations across multiple countries.
- Q: What is the significance of this development agreement with Foodplay®? A: This agreement will introduce and expand Firehouse Subs in Mexico, with plans to open 100 restaurants over the next five years, creating hundreds of new jobs and bringing high-quality sandwiches to more consumers.
- Q: What makes Firehouse Subs® sandwiches unique? A: Firehouse Subs® sandwiches are made with high-quality meats and cheeses, hand-sliced and steamed to perfection using a unique method that enhances their juicy flavor.
- Q: What is the background of Foodplay®? A: Foodplay® is a proudly Mexican brand with over 30 years of experience in the restaurant industry, recognized for its excellent products and constant expansion through various business units. It started operations in 1990 managing the KFC® franchise in Mexico and has since incorporated renowned global brands like Tim Hortons® and Firehouse Subs® into its portfolio.
