Switzerland might not seem the obvious first step towards global expansion for a North American quick service restaurant, but that’s exactly where the hearty sandwich franchise brand Firehouse Subs has chosen to launch overseas, with the opening of its first international location in Zurich last month.
Restaurant Brands International (RBI), the parent company of Firehouse Subs, confirmed that the Swiss restaurant opening is the beginning of the brand’s journey to expand internationally across a number of territories, next stop being Mexico where a deal has already been signed.
It appears as if the Zurich location is a company-owned one, with RBI confirming that it will be used to as a showcase for future international developments and will be harnessing technology such as self order kiosks and mobile ordering as well as offering click-and-collect and table service options.
Firehouse Subs started life in Jacksonville, Florida back in 1994, founded by firefighter brothers Chris and Robin Sorenson. They had an early first venture into franchising in 1995 but then took the decision to change approach and focus on company-owned growth close to home, buying back the franchised stores. A second attempt at franchising in the early 2000’s was more successful and, with the aid of a franchise consultant to drive growth, by 2016 the brand was celebrating the launch of its 1000th location.
RBI, owner of prominent quick service brands including Tim Hortons and Burger King, brought the sub business into its fold in December 2021 in an acquisition deal worth $1billion.
The fast-casual sandwich marketplace is a busy one, so what makes Firehouse Subs stand out? There are three key characteristics that the sandwich company relies on to stand out amongst the competition. The first two are the hearty menu and a welcoming customer dining experience. However it is the brand’s philanthropy that attracts and engages their target audience, motivates their franchise network and garners public attention. The Firehouse Subs Public Safety Foundation was founded in the aftermath of Hurricane Katrina in 2005 and is committed to providing lifesaving equipment and needed resources to first responders and public safety organizations. The new location in Switzerland will embrace the same philanthropic approach, raising funds through a new local foundation.
In a statement released announcing the new Swiss location, David Shear International President of RBI said “Firehouse Subs is our newest brand, and we are excited about its global expansion potential. The entry into Switzerland and development agreement in Mexico are the first steps in our international expansion, and we are working to launch the brand in key growth countries across EMEA, APAC and Latin America. Sandwiches represent one of the top food occasions for consumers across markets. With its truly differentiated product offering and strong brand heritage, we are confident that Firehouse Subs can achieve tremendous growth internationally.”
Firehouse Sub’s purpose-driven approach to business clearly aligns with current customer trends, as consumers become more socially and environmentally conscious and seek out brands, products and services that resonate with their own values. Amidst all of the competition, this is undoubtedly going to be one of the key success factors in Firehouse Sub’s continued growth, both domestically and now internationally.
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