Firehouse Subs, the American sub sandwich restaurant chain and a subsidiary of Restaurant Brands International (RBI), is preparing for its Australian debut in late 2025, with its first restaurant in southeast Queensland.
RBI has signed a development and franchise agreement with Retail Food Group (RFG), Australia’s multi-brand retail food franchisor, to launch the Firehouse Subs brand in the country, marking its entry into the Asia-Pacific market.
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RFG aims to establish Firehouse Subs as the country’s top sandwich choice with 165 locations planned over ten years.
RBI is a leasing quick-service restaurant company, and RFG owns other well-known brands such as Gloria Jeans Coffees and Donut King.
RBI International president Thiago Santelmo stated: “We are excited to expand Firehouse Subs in the Asia-Pacific region, bringing our 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.”
RFG CEO Matt Marshall expressed enthusiasm about introducing Firehouse Subs to Australia’s A$1.7bn ($1.081bn) sandwich market.
Marshall added: “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.”
The Firehouse Subs features signature sandwiches such as the Hook and Ladder, the Firehouse Italian and the Firehouse Beef & Cheddar Brisket.
RFG plans to open 15 company-owned restaurants up to 2027, with franchising opportunities set to follow.
RFG’s rights to open and franchise stores beyond 2027 depend on meeting specific conditions.
The launch is expected to generate job opportunities in construction, supply chain and distribution, head office support, and restaurant staff and management roles.
Firehouse Subs has more than 1,300 outlets across Albania, Canada, Mexico, Switzerland, the United Arab Emirates and the US — and plans an upcoming opening in Brazil.
