Firehouse Subs, a brand known for its premium sandwiches, has entered a development agreement with Foodplay to open 100 restaurants in Mexico up to 2030.
The agreement underscores the brand’s ambition to extend its presence in Latin America and globally.
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Firehouse Subs is part of the quick-service restaurant company Restaurant Brands International (RBI).
The expansion will begin in Monterrey, Nuevo León, with subsequent openings in other major cities, marking a significant step in the brand’s growth strategy in Latin America and creating jobs.
The brand’s offerings include the Hook & Ladder [a turkey and ham sub], the Firehouse Italian and the Firehouse Beef & Cheddar Brisket.
RBI Latin America and the Caribbean president Duncan Montero stated: “We believe Firehouse Subs has tremendous potential in Mexico’s growing sandwich market.
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By GlobalData“We’re excited to bring Firehouse premium subs, heartfelt service and community-centered mission to new guests throughout the country.”
With more than 1,300 locations in Albania, Canada, Mexico, Switzerland, the United Arab Emirates and the US, Firehouse Subs is planning to enter Brazil and Australia in the second half of 2025.
Foodplay has more than 30 years of experience in the restaurant market. The company began its operations in 1990 with the administration of the KFC franchise in Mexico, and later established its own brands, Bolerama and Helados Dreambox.
