Firehouse Subs operates 1,300 outlets across the US, Canada and Puerto Rico. Credit: JHVEPhoto/Shutterstock.

Firehouse Subs has unveiled plans to enter the Brazilian market, aiming to launch more than 500 restaurants across the country up to 2034. 

The first will open in 2025 and will mark the US sandwich brand’s entry to South America.  

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The move is part of a broader international expansion effort by the sandwich chain, known for its premium offerings and a unique steaming method claimed to enhance meat and cheese flavours. 

Firehouse Subs was founded in 1994 by two former firefighter brothers in Jacksonville, Florida. 

The Brazilian venture represents a joint effort between Firehouse Subs’ parent company, Restaurant Brands International (RBI), and Iuri Miranda, the former CEO and board member of Zamp, a master franchisee of Burger King and Popeyes in Brazil.  

The partnership aims to leverage RBI’s global infrastructure and digital strategy expertise to establish a strong foothold in Brazil’s growing sandwich market.  

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RBI also anticipates future collaborations with local investors to sustain growth momentum. 

RBI International president Thiago Santelmo stated: “We are very excited to introduce Firehouse Subs to Brazil, a key market in the growing sandwich category, with Iuri Miranda, a longtime industry veteran and partner.  

“I believe Firehouse Subs has an exciting runway for growth, and we have set ambitious expansion plans around the world.” 

Firehouse Subs currently operates 1,300 outlets across the US, Canada and Puerto Rico.  

The brand has rolled out internationally in recent years, with openings in 2023 in Switzerland and Mexico and in the United Arab Emirates and Albania in 2024.  

Signature dishes include the Hook & Ladder, the Firehouse Italian and Firehouse Beef & Cheddar Brisket. 

Firehouse Subs Brazil partner and CEO Iuri Miranda said: “We are thrilled to bring Firehouse Subs to Brazilian guests. We expect the launch will contribute to the creation of thousands of jobs over the next decade and will elevate the sandwich experience in the country.  

“We have a great business opportunity ahead of us and look forward to serving guests with heartfelt service. Flavour is our mission!”