Firehouse Subs Heads to the Middle East

Firehouse Subs (Jacksonville, Fla.) and the Apparel Group (Dubai) have unveiled plans to develop and open more than 100 submarine sandwich restaurants across the  United Arab Emirates and Oman in the next decade.

“We are very excited to continue our path to expand the Firehouse Subs brand across the world. 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 extensive experience and expertise will bring numerous advantages to the brand’s continued growth” said David Shear, President of International at Restaurant Brands Intl., the sub chain’s parent company.

Said Apparel Group CEO Neeraj Teckchandani: “Firehouse Subs embodies a blend of authentic food and community spirit, and Apparel Group is honored to steer this iconic brand’s heritage into the thriving Middle Eastern market. As the region’s culinary landscape continues its dynamic evolution, we see Firehouse Subs seamlessly fitting into, and elevating, the tapestry of food experiences here.”

This partnership follows the Firehouse’s recent launch in Switzerland, its first opening outside of North America, and an agreement to open in Mexico.

Firehouse currently has more than 1200 restaurants across the U.S. and Canada. Its parent company, Restaurant Brands Intl., also owns Burger King, Tim Hortons and Popeyes.

Apparel Group operates brands from the U.S., Canada, Europe, Australia and Asia, including Tommy Hilfiger, Charles & Keith, Skechers, Aldo, Nine West and Aeropostale.