American restaurant chain Firehouse Subs has announced a new partnership with Dubai-based Apparel Group to open more than 100 restaurants in the United Arab Emirates (UAE) and Oman over the next ten years.

Part of Restaurant Brands International (RBI),  Firehouse Subs aims to further expand the brand’s overseas presence under the new collaboration.

RBI International president David Shear said: “We are very excited to continue our path to expand the Firehouse Subs brand across the world.

“Apparel Group has been a strong partner operating the Tim Hortons brand in the Middle East/North Africa region (MENA) since 2013 and we believe their extensive experience and expertise will bring numerous advantages to the brand's continued growth.”

The restaurant brand is known for offering sandwiches featuring flavourful meats, cheeses, and bread that is crispy on the outside and soft on the inside.

The most recent collaboration with Apparel Group comes after the brand's opening in Switzerland, the first location outside of North America, and its commitment to operate in Mexico.

Apparel Group CEO Neeraj Teckchandani said: “Firehouse Subs embodies a blend of authentic food and community spirit, and Apparel Group is honoured to steer this iconic brand's heritage into the thriving Middle Eastern market.

“As the region's culinary landscape continues its dynamic evolution, we see Firehouse Subs seamlessly fitting into, and elevating, the tapestry of food experiences here.

“Our proven track record in growing international brands in MENA, combined with the distinctiveness of Firehouse Subs, promises a synergy that is bound to set new benchmarks.”

PR: https://www.rbi.com/English/news/news-details/2023/Apparel-Group-and-Firehouse-Subs-Join-Forces-and-announce-new-expansion-plans-in-the-Middle-East/default.aspx Image: https://www.shutterstock.com/image-photo/lexington-kentuckydecember-30-2017-firehouse-subs-784272430