Firehouse Subs adds chicken, spice to suit Australian tastes

The chain plans 15 Southeast Queensland restaurants within three years.

Firehouse Subs is reshaping its US menu for Australia with more chicken, spicier flavours, and less sugar as it prepares to open its first restaurant and pursue a 165-store expansion plan.

“It is a whole other thing when you are doing everything for the first time,” Tracy Steinwand, general manager at Firehouse Subs Australia, told QSR Media, describing the work required to adapt the brand for the local market.

Firehouse Subs, operated by Scorcher Trading Pty. Ltd., developed more than 50 products ahead of its Australian launch, working with parent company Restaurant Brands International, Australian master franchisee Retail Food Group and local suppliers to meet the brand’s standards whilst adapting to local ingredients and operating conditions.

The chain was founded in the US by former firefighters. Retail Food Group secured the master franchise rights for Australia in 2025 and aims to open 165 restaurants over the next decade.

Steinwand said one of the most significant menu changes was the addition of two to three chicken sandwiches developed specifically for Australia.

Local consumers also showed a stronger preference for spicy flavours and lower-sugar offerings than typically found on US menus.

“Probably one of the really big things is that we've changed the positioning of the brand a little bit,” Steinwand said via Zoom. “We've really leaned into the great product and the product quality.”

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

Finding suitable locations has been one of the biggest hurdles to the launch, Steinwand said. High occupancy levels have limited site availability, whilst some landlords were hesitant to back an unfamiliar brand.

“The sites that are available often are available because the quality is not there,” she said.

To win over prospective landlords, Firehouse Subs and Retail Food Group hosted demonstrations at the latter’s training centre on the Gold Coast, preparing sandwiches and explaining the concept to property owners.

Steinwand said letting landlords sample the food proved the most effective way to build confidence in the brand.

The first Firehouse Subs restaurant will open in July at Westfield Mt Gravatt in Brisbane. The chain will focus on Southeast Queensland during its first three years, targeting about 15 locations before expanding into Sydney and Melbourne.

Steinwand said the initial rollout would focus on food court locations, whilst traditional inline restaurants and drive-thru formats would be considered once operations and supply chains are established.

For international restaurant brands entering Australia, Steinwand said success depends on recognising the market’s differences. Labour costs are higher, regulations are more complex and consumer preferences can differ markedly from those in the US.

“It is a wonderful market to do business in, but you have to come in with your eyes wide open,” she said.