Firehouse Subs Australia Launch Today: US Chain Takes on Subway's $1.7 Billion Empire with Fresh Meat, Spice, and a Firefighter's Spirit

Firehouse Subs has officially opened its first Australian restaurant in Brisbane today, taking over a former Subway location as the US chain embarks on an ambitious 165-store expansion to challenge the sandwich king's $1.7 billion empire. The Silicon Review asks: can a brand built by firefighters with fresh-sliced meat and a $6 to $20 price point really take on Subway's 1,255-store dominance?

A new challenger has entered the sandwich arena. Firehouse Subs has opened its first Australian restaurant at Westfield Mt Gravatt in Brisbane today. The hoarding came down. The doors opened. And the battle for the $1.7 billion Australian sandwich market officially began.

The US chain, founded in Jacksonville, Florida in 1994 by former firefighter brothers Chris and Robin Sorensen, operates more than 1,300 locations across seven countries. Now it is taking on Subway, which dominates the Australian fast-food landscape with 1,255 stores more than any other chain in the country.

Retail Food Group, the ASX-listed master franchise partner, plans to open 165 Firehouse Subs restaurants across Australia over the next decade. The initial rollout will focus on Southeast Queensland, targeting about 15 locations within three years before expanding into Sydney and Melbourne.

Firehouse Subs is reshaping its US menu for Australian tastes. The company developed more than 50 products ahead of launch, adding two to three chicken sandwiches specifically for the local market. Local consumers showed a stronger preference for spicy flavours and lower-sugar offerings than typically found on US menus.

"It is a whole other thing when you are doing everything for the first time," said Tracy Steinwand, General Manager of Firehouse Subs Australia. She previously served as Subway's operations director and knows exactly what she is up against.

The brand has also adjusted its restaurant design for Australia, modifying its colour scheme to create a more premium feel and position itself between traditional quick-service restaurants and casual dining operators. Sandwiches will be priced from $6 to $20.

Here is the question every burger and sandwich lover should be asking today. Subway is everywhere. It has 1,255 stores across the country. It is part of the Australian landscape. Firehouse Subs is charging in with a premium product and a firefighter's story. But can a newcomer with 165 stores over 10 years really challenge the king of 1,255 stores?

Retail Food Group Executive Chairman Peter George said the launch "is a culmination of a significant schedule of work, including the establishment of a domestic supply chain."  The company has already secured leases for additional sites and is progressing negotiations for more locations.

Finding suitable locations has been one of the biggest hurdles to the launch, with high occupancy levels limiting site availability and some landlords hesitant to back an unfamiliar brand. To win them over, Firehouse Subs and Retail Food Group hosted demonstrations at their Gold Coast training centre, preparing sandwiches and explaining the concept to property owners.

As Firehouse Subs launches in Australia today and takes on Subway's $1.7 billion empire, The Silicon Review asks a final question. When a firefighter-built brand with fresh-sliced meat and a premium feel enters a market dominated by a 1,255-store giant, who wins the challenger with passion or the incumbent with scale?

FAQ:

Q: Where is the first Firehouse Subs store in Australia located?
A: The first Firehouse Subs store is located at Westfield Mt Gravatt in Brisbane, Queensland.

Q: How many Firehouse Subs stores will open in Australia?
A: The company plans to open 165 Firehouse Subs stores across Australia over the next decade.

Q: Who is bringing Firehouse Subs to Australia?
A: Firehouse Subs is being brought to Australia by master franchise partner Retail Food Group, which secured the rights in 2025.

Q: How much does a Firehouse Sub cost?
A: Firehouse Subs sandwiches are priced between $6 and $20.

Q: What is the sandwich market worth in Australia?
A: The sandwich category in Australia is worth approximately $1.7 billion.

Q: How many Subway stores are in Australia?
A: Subway has 1,255 stores across Australia, making it the largest food chain in the country.