Firehouse Subs Mexico expansion will bring 100 new restaurants over five years, starting in Monterrey, creating hundreds of jobs and introducing premium sandwiches nationwide.
Firehouse Subs and local partner Foodplay have signed a development agreement to bring the Firehouse Subs brand to Mexico, with plans to open 100 restaurants in Monterrey and other major cities over the next five years. The deal, announced today, marks a major push by Restaurant Brands International (RBI) to tap into Mexico’s growing bakery and sandwich market.
Firehouse Subs was founded in Jacksonville, Florida, in 1994 by brothers and former firefighters Chris and Robin Sorensen. From its earliest days, the brand has stood out for its premium sandwiches, which feature high-quality meats and cheeses sliced in-house and steam-cooked to lock in flavor and juiciness. Consumer surveys across the United States consistently rank Firehouse Subs among the top sandwich chains for both taste and quality. The brand has also built a reputation for friendly, hometown service and a steadfast commitment to public safety.
“We believe Firehouse Subs has tremendous potential in the growing Mexican bakery and sandwich market,” said Duncan Montero, President of Latin America and the Caribbean at RBI. “We are excited to bring Firehouse Subs’ premium sandwiches, genuine service, and community-focused mission to new consumers across the country.”
Braulio López, Chief Operating Officer of 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 only about offering high-quality, bold, and delicious sandwiches in the region, but also about creating hundreds of jobs and long-term career opportunities.”
Under the agreement, Foodplay will open its first Firehouse Subs restaurant later this year in Monterrey, Nuevo León. Additional locations will follow in the Monterrey metropolitan area before rolling out to other major cities. Foodplay estimates the project will generate hundreds of new jobs across Mexico, from restaurant staff to management and support roles.
Diners can look forward to Firehouse Subs’ signature menu items, including the smoked Brisket & Cheddar™, the Italian™ sub loaded with Genoa salami, pepperoni, and ham, and the Cajun Chicken sandwich seasoned with bold spices and topped with melted Monterey Jack cheese. Each sandwich will be served on freshly baked bread and layered with crisp lettuce, tomatoes, onions, and the brand’s proprietary dressings.
Globally, Firehouse Subs operates more than 1,300 restaurants across the United States, Canada, Switzerland, Mexico, Albania, and the United Arab Emirates. RBI has also announced plans to open the brand’s first locations in Brazil and Australia later this year. The new Mexico deal represents another milestone in the company’s Latin American growth strategy.
Mexico’s fast-casual market has seen rising demand for premium sandwich concepts in recent years, as urban consumers seek quick, flavorful meals at affordable prices. The entry of Firehouse Subs will heighten competition with both international chains and local bakeries, which have traditionally dominated the sandwich space. Industry analysts expect the brand’s focus on quality ingredients and community engagement to resonate with Mexican diners.
As Foodplay and RBI move ahead with restaurant openings, they will also work with local suppliers to source fresh produce and baked goods, maintaining Firehouse Subs’ commitment to in-house preparation. Training programs for new employees will emphasize the brand’s safety standards and customer-first approach.
With its mix of premium sandwiches, hometown service, and public safety mission, Firehouse Subs aims to carve out a distinct niche in Mexico’s vibrant food scene. Over the next five years, residents of Monterrey and other major cities can expect to see the Firehouse Subs firetruck logo become a familiar part of their culinary landscape.
