• by Teresa Buyikian , January 25, 2024

Firehouse Subs, founded by two former firefighters over 30 years ago, is taking its brand and foundation beyond just a name.

This week the chain announced it had formed The First Responders Program, which offers first responders and veterans $100k cash towards becoming franchisees.

The new franchisee will receive the $100k to open a new Firehouse Subs restaurant and, per a release from the company, is not a credit against future payments. The money is an upfront payment to help vets and first responders set up their own businesses within their communities. The new franchisees will also receive $100k each for their second and third location.

"At the core of our brand is flavorful food, service and public safety," said Mike Hancock, president of Firehouse Subs. "This program allows us to attract a new generation of franchisees that embody the heritage and purpose of our brand… They will be incredible ambassadors for the mission of our foundation."

The new program is part of the American chain’s larger expansion strategy for the U.S. and Canada. Firehouse Subs opened its first location outside of North America in Zurich, Switzerland last year. Its 2023 Development Incentive Program co-invested alongside existing, top-performing U.S. Firehouse Subs franchisees to help build new restaurants. New locations are slated for Mexico, the United Kingdom and the Middle East.

The brand also recently relaunched its website and app.