Firehouse Subs by RBI to enter Australia with first location in Southeast Queensland by late 2025

AUSTRALIA – Firehouse Subs, the American sub sandwich chain owned by Restaurant Brands International has announced it is set to make its Australian debut with its first outlet opening in southeast Queensland by late 2025.

Restaurant Brands International (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 debut in the Asia-Pacific market.

RFG has outlined an ambitious plan to establish Firehouse Subs as the nation’s premier sandwich option, with 165 locations projected over the next ten years.

As a leasing quick-service restaurant company, RBI is collaborating with RFG, which also owns prominent brands such as Gloria Jeans Coffees and Donut King.

RBI International president Thiago Santelmo expressed enthusiasm for expanding Firehouse Subs across the Asia-Pacific region, noting that the introduction of its iconic sandwiches and storied brand heritage to Australia was made possible through the partnership with RFG, whose deep local expertise was expected to ensure an outstanding guest experience.

RFG CEO Matt Marshall conveyed similar excitement regarding the opportunity to introduce the brand to Australia’s AU$1.7 billion (US$1.081 billion) sandwich market, asserting that Australians had yet to experience sandwiches of comparable quality and flavor and that RBI’s global scale and market entry expertise made it an ideal partner.

The Firehouse Subs menu features signature offerings such as the Hook and Ladder, the Firehouse Italian, and the Firehouse Beef & Cheddar Brisket.

RFG plans to open 15 company-owned restaurants by 2027, with franchising opportunities to follow, although the rights to open and franchise additional stores beyond that date will be contingent upon meeting specific conditions.

The launch is anticipated to generate job opportunities in construction, supply chain, distribution, head office support, and restaurant management.

With over 1,300 outlets already operating in markets including Albania, Canada, Mexico, Switzerland, the United Arab Emirates, and the United States, Firehouse Subs is also preparing for an opening in Brazil in 2025, which will mark the brand’s entry into South America.

The Brazilian venture represents a joint effort between RBI and Iuri Miranda, the former CEO and board member of Zamp, aiming to leverage RBI’s global infrastructure and digital strategy expertise to secure a strong position in Brazil’s expanding sandwich market.

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