• by Teresa Buyikian , September 11, 2023

Firehouse Subs, the fast-growing QSR founded by two former firefighters, today announced an exclusive agreement with Apparel Group to develop and open over 100 new Firehouse Subs restaurants across the United Arab Emirates and Oman in the next 10 years. 

Founded in 1994 and based in Jacksonville, Florida, Firehouse Subs operates more than 1,200 U.S. locations. The sandwich QSR is now focused on international expansion.

The partnership is not Apparel Group’s first deal with Restaurant Brands International, parent company of Firehouse Subs.

Apparel Group is a global fashion and lifestyle retail conglomerate based in Dubai that operates over 2,025 retail stores for more than 80 brands, including Tommy Hilfiger, Skechers,  Nine West, Tim Hortons and Cold Stone Creamery.

“Apparel Group has been a strong partner operating the Tim Hortons brand in the Middle East/North Africa region (MENA) since 2013, and we believe their experience … will bring numerous advantages to [Firehouse Subs’] continued growth,” said David Shear, president of international, Restaurant Brands International, in a release.

The expanded partnership follows Firehouse Subs’ recent launch in Switzerland, which was the first store opening outside of North America, and an agreement to soon open stores in Mexico. 

Neeraj Teckchandani, CEO of Apparel Group commented on the announcement, “As the [MENA] region's culinary landscape continues its … evolution, we see Firehouse Subs … fitting into, and elevating, the .. food experiences here.”

Firehouse Subs is a subsidiary of Restaurant Brands International Inc. (RBI), one of the largest quick service restaurant parent companies with over $40 billion in annual systemwide sales and 30,000+ restaurants in more than 100 countries. RBI-owned brands include Burger King, Tim Hortons, Popeye’s and Firehouse Subs.