Popular sandwich chain to open locations in Mexican market

Sandwiches are one of the only food categories that are widely liked by almost everyone worldwide.

Whether you're a picky eater or someone who devours anything in your path, sandwiches can be made in so many forms that it's hard not to find at least one you like.

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Sandwich shops are also very profitable businesses due to their low-cost ingredients, simple operations, and high demand.

This might be why Subway is the largest food chain in the U.S. and among the top globally, with over 37,000 restaurants in more than 100 countries.

However, another popular sandwich chain is on the rise, and it's ready to take over the market with its latest expansion plan, potentially threatening Subway's long-lived reign in the sector.

Firehouse Subs expands its global footprint.

Image source: Shutterstock

Firehouse Subs grows immensely after being acquired by a major company

Firehouse Subs was founded in 1994 by two former firefighter brothers in Jacksonville, Florida, and has over 1,300 restaurants across the U.S., Canada, Switzerland, Mexico, Albania, and the United Arab Emirates.

In 2021, Restaurant Brands International (QSR) acquired the sandwich brand for $1 billion. This company is one of the largest quick-service restaurant companies worldwide, with a portfolio of renowned brands that includes Burger King, Popeyes, and Tim Hortons, all of which have global presence.

This acquisition has helped Firehouse Subs grow exponentially over the last few years, increasing its revenue by nearly 8% in the first quarter of 2025 compared to the previous year and growing system-wide sales by 7.3%.

In the last three months ending March 31, the sandwich chain opened 75 new restaurants, up from the same time last year, and it plans to open even more.

Firehouse Subs seals deal to open multiple restaurants in Mexico

Firehouse Subs announced it has signed a multi-year development agreement with the Mexican restaurant operator Foodplay to open 100 restaurants in Mexico over the next five years, accelerating its expansion in the country.

Foodplay has also helped Yum! Brand's (YUM) KFC and Firehouse Subs' sister brand, Tim Hortons, to expand across Mexico.

Although not all locations have been revealed, it was disclosed that units will open in Mexico City and other major cities, with the first Firehouse Subs restaurant out of the 100 set to open in Monterrey, Nuevo León.

This agreement will allow the brand to grow by expanding its presence across national, Latin American, and other international markets. It will also create hundreds of jobs and boost the country's economy.

“We believe Firehouse Subs has tremendous potential in Mexico's growing sandwich market,” said Restaurant Brands International LAC President Duncan Montero in a press release. “We're excited to bring Firehouse premium subs, heartfelt service, and community-centered mission to new guests throughout the country,” he added.

However, Mexico is not the only foreign country on Firehouse Subs' radar, since it also plans to open restaurants in Brazil and Australia for the first time later this year.