Firehouse Subs to offer cash franchise incentives to first responders, veterans
Firehouse Subs is embracing its roots as its looks to grow its store footprint.
The quick-service restaurant brand, which was founded by two former firefighter brothers, is launching a program to attract current or former first responders or veterans to become franchisees. Firehouse’s 2024 Veteran and First Responder Development Incentive Program (“The First Responders Program”) offers $100,000 in cash to open a new Firehouse Subs restaurant and will offer the same for a second and third restaurant.
Unlike most incentive programs in the restaurant industry, the $100,000 is not a credit against future payments, according to Firehouse. Instead, it is up-front cash to help first responders or veterans build a business in their local community.
"I couldn't be more excited to announce this program, which allows us to attract a new generation of franchisees that embody the heritage and purpose of our brand,” said Mike Hancock, president, Firehouse Subs, which has nearly 1,300 locations.
Many of Firehouse’s signature hot subs were crafted by the company’s firefighter founders and inspired by meals served in the fire station, added Hancock.
The new program is part of a multi-year strategy to rapidly grow the Firehouse Subs brand across the United States and Canada. In 2023, the brand launched a development program which co-invested tens of millions of dollars alongside existing, top-performing U.S. Firehouse Subs franchisees to help build new restaurants. (On average, it costs $400,000 to $500,000 to build and open a Firehouse Subs restaurant.)
The First Responders Program offers $100,000 of upfront cash to help with construction costs. Additionally, this year, Firehouse Subs will continue to prioritize growth by piloting its new "operator to owner" initiative, a distinct program that will place top-performing managers and operators on the path to franchise ownership, ultimately creating more opportunities for growth.
Under parent company Restaurant Brands International, Firehouse Subs opened its first location outside of North America in 2023 in Zurich, Switzerland. The brand is poised to continue both domestic and global expansion in 2024, with new international locations opening in Mexico, the United Kingdom and the Middle East.
Restaurant Brands is one of the world's largest quick service restaurant companies with over $35 billion in annual system-wide sales and approximately 30,000 locations in more than 100 countries. In addition to Firehouse Subs, RBI oens Burger King, Tim Hortons and Popeyes.