The brand achieved the strongest net restaurant expansion year in more than a decade in 2025. In March 2026, Firehouse Subs launched development incentive programs offering up to $150,000 per restaurant for qualified franchisees, with parent company RBI projecting 150-200 net new units annually by 2028 in the US and Canada—representing approximately half of all RBI's net new units in the region. Based on recent Technomic Insight consumer data, Firehouse Subs was named the No. 1 brand in the restaurant industry that "Supports Local Community Activities" for the fourth consecutive year.
Cyborg Score Rationale
The brand achieved its strongest net restaurant expansion in over a decade with real momentum reflected in strong new restaurant growth numbers. RBI projects Firehouse Subs will contribute 150-200 net new units annually by 2028, representing approximately half of all RBI's net new units in the US and Canada. Strategic backing by a global $45B+ QSR parent company de-risks execution and provides substantial expansion capital.
Top Insights
Through the first six weeks of 2026, seven restaurants opened across North America, strengthening presence in key growth markets including Cincinnati, Louisville, Victoria, Toronto, and Long Island.
In February 2026, the brand launched the Chicken 'N' Cheddar Rancher Sub, its first new permanent menu item in three years, with nationwide availability beginning March 2, 2026.
The brand is targeting 50 to 80 locations across the Philadelphia region over the next five to 10 years, with plans to launch the first 10 area restaurants within three years, following its exit from the market in early 2023.
In June 2026, the 2026 Firehouse Subs Roadshows concluded, bringing the leadership team together with franchisees in eight markets across North America to share strategic priorities and align on growth plans.
Named Competitors
Jimmy John's — Fast-casual submarine sandwiches
Charley's Philly Steaks — Philly cheesesteaks and grilled sandwiches