Firehouse Subs Announces Expansion into Mexico with Plans for 100 New Restaurants

Firehouse Subs, in partnership with Foodplay, has announced plans to expand its restaurant chain into Mexico. The development agreement inked between the two entities targets the opening of 100 new restaurants in Mexico within the next five years, starting with the city of Monterrey.

The first Firehouse Subs restaurant under this agreement will open later this year in Monterrey, Nuevo León. Following this, more openings are expected in the metropolitan area and other major cities. This expansion is projected to generate hundreds of new jobs across the country.

Firehouse Subs, known for its sandwiches layered with meats and cheeses, plans to bring the same menu to its Mexican locations. This includes customer favorites such as the Hook & Ladder, Firehouse Italian, and the Firehouse Beef & Cheddar Brisket.

The restaurant chain operates over 1,300 locations across the U.S., Canada, Switzerland, Mexico, Albania, and the United Arab Emirates. In addition to the planned expansion in Mexico, Firehouse Subs intends to open its first restaurants in Brazil and Australia later this year.

This new agreement with Foodplay represents a significant milestone in Firehouse Subs’ growth strategy in Latin America and globally. Firehouse Subs is a part of Restaurant Brands International Inc., one of the world's largest quick-service restaurant companies, with nearly US$45 billion in annual system-wide sales and over 32,000 restaurants worldwide.

Foodplay, the Mexican brand partnering with Firehouse Subs in this venture, has more than 30 years of experience in the restaurant industry. The company began operations in 1990 by administering the KFC franchise in Mexico. Since then, Foodplay has expanded its portfolio by incorporating globally recognized brands and established its own brands like Bolerama and Helados Dreambox.