Brisbane’s sandwich scene has a new contender – meet Firehouse Subs
Firehouse Subs is the newest brand to hit Australia’s sandwich market and has been welcomed with open arms (and hungry mouths). It takes a lot to stand out in a crowded sando scene, yet Firehouse has made it look easy. Read on to discover how the humble sub has been reinvented, and which one you should try first.
With over 1,300 restaurants worldwide, the new Westfield Mount Gravatt location marks the first foray into Australian shores, and is off to a roaring start. The opening day attracted queues of over 100 customers, with Zillmere local Jacob Batman lining up for two and a half hours to win the golden sub ticket. Being first in line means that Jacob scored an entire year’s worth of Firehouse Subs – that’s 365 subs.
While you might think eating a sub a day is a tall order, a quick look at the Firehouse offering might have you thinking differently.
Founded in Jacksonville, Florida, by former firefighter brothers Chris and Robin Sorenson, Firehouse Subs is best known for hot, made-to-order sandwiches. Between the fresh bread, you’ll find primo protein and cheese sliced in-house. While it might seem like a no-brainer approach to sandwich making, simplicity is actually an intrinsic part of the Firehouse story.
“Firehouse Subs was founded on a really simple philosophy: serve great food, look after our people and support our community that we operate in,” says Firehouse Subs operations manager Daniel Turner. “I think how the brand continued to grow is having fostered great people who became just as passionate about the brand and model those core principles each day.”
Brisbane’s sandwich scene is as competitive as it has ever been, which means it can be tough to stand out. According to the team, it’s Firehouse’s commitment to fresh, premium flavour that sets the brand apart, with intention behind every decision.
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“The reason we slice in-house is so we can ensure it’s fresh, it’s not oxidised, and it’s serving that flavour profile up front, and making sure that guests can enjoy premium cut meats every day,” shares Firehouse Subs global head chef Thomas Heitz.
“The sandwiches have a real sense of that quality to them,” adds Daniel. “Then there are the details, through to the signature sauces and the crinkle-cut fries. Once someone tries their first Firehouse Sub, I believe they’ll quickly understand why the brand has developed such a loyal following.”
When asked to describe the Firehouse experience, Thomas says it’s the quality that has captivated the market, and that this will be replicated in Brisbane, using Australian products wherever possible. “Firehouse Subs is all about premium; it’s all about quality; it’s all about generosity, and making sure that when they are biting into it they get the beautiful mouth-feel, the flavour, the texture, and the premium ingredients.”
The menu has three key categories – premium meats, chicken and deli. Spanning beef, grilled chicken, pulled pork, classic deli meats and a triple-cheese-loaded veggie melt, each sub is made fresh to order.
If you’re dying to try that top-notch premium mouthful, the brisket and cheddar should be your first choice – this long-standing Firehouse fave is loaded with slow-cooked beef and gooey melted cheese. For something with a touch of salad, the pulled pork offers the best of both worlds by layering pulled pork with Monterey Jack cheese, slaw, lettuce, Cajun spice and mayo on a toasted sub. For that classic American flavour, the NY pastrami and meatball subs are the best-selling deli-style options that promise the cheesy, saucy comfort food you’re craving. Want something with a local touch? The team has also devised a few newcomers to anchor the Australian menu.
“We have stayed true to the core Firehouse experience and the products that define the brand, while also considering the Australian customer and the local market,” says Daniel. “We added four new subs to the menu that really stay true to what Aussies prefer – pulled pork, barbecue chicken, grilled chicken and of course we couldn’t go without the much-loved peri peri chicken.”
Lunch options start from less than $10, with combo meals also available for under $16. This might just be one of the most affordable (and satisfying) lunch options for your busy day.
Although it’s still early days, if the early turnout is any indication, we can expect Firehouse Subs to quickly evolve into a heavyweight player in Brisbane’s sanger scene.
“The response from the local community has absolutely blown us away in the best way, and seeing the community experience Firehouse Subs for the first time has been one of the most rewarding parts of this journey,” says Daniel. “We’re still at the beginning of our journey, but the opportunity to build the brand in Australia is huge and we are here to stay.”
Sandwich sceptics, make this your next stop. One bite in, and it’s easy to see why Firehouse Subs already has Brisbane hooked.
This article is published in partnership with our friends at Firehouse Subs.
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