‘Australians have never tried anything like this’: A major food chain makes its move!
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The Australian fast-food landscape is about to get a major shake-up as a well-known industry player sets its sights on an ambitious expansion.
With a growing appetite for international brands, this latest move could see a fresh contender enter a fiercely competitive market—one already dominated by an established giant.
Now, a bold strategy is unfolding, backed by a global powerhouse, promising a new flavour experience for local diners.
A major player in Australia’s food industry revealed plans to enter the country’s $1.7 billion sandwich market with the introduction of Firehouse Subs, a US-based chain.
Retail Food Group (RFG), the company behind Donut King and Gloria Jean’s, announced on 14 February 2024 that it had secured an agreement with Restaurant Brands International (RBI).
The deal would see 165 Firehouse Subs locations open across Australia over the next decade.
This expansion came shortly after RFG’s decision to shut down its struggling bakery chain, Michel’s Patisserie, the previous week.
The first Firehouse Subs store was set to launch in south-east Queensland later in the year, putting it in direct competition with Subway, which dominated the Australian sandwich market.
RFG, headquartered on the Gold Coast, also owned Crust Pizza and Brumby’s Bakery.
Under the agreement, 15 company-owned stores were planned to open in Queensland within the first three years before franchising opportunities expanded nationwide.
RFG’s chief executive, Matthew Marshall, described the move as a crucial step in the company’s growth strategy.
‘I am convinced that Australians have never tried anything like the quality and flavour of Firehouse Subs,’ he said.
‘This is a brand that is all about the highest quality sandwiches with exceptional service. We couldn’t ask for a better partner than RBI, bringing global scale and new market entry expertise.’
RBI International president Thiago Santelmo shared his enthusiasm for bringing Firehouse Subs to the Asia-Pacific region.
An RFG spokesperson told the press that Western Australia was also being considered.
They noted that franchisees had the opportunity to help expand the brand across all states and territories.
Founded in Jacksonville, Florida, by brothers Chris and Robin Sorensen, Firehouse Subs had grown to 1,300 locations across North America, with further expansion planned in Brazil.
Following the announcement, RFG’s share price rose by 8.7 per cent to $2.
The company also reported a 74 per cent increase in net profit to $7.3 million for the six months ending in December, with revenue climbing 20 per cent to $69.6 million.
Sales from RFG’s coffee, café and bakery businesses—accounting for 72 per cent of total revenue—offset weaker performance in its quick-service restaurant division.
Customer numbers at Crust Pizza had declined, with families cutting back on dining out.
In a previous story, diners shared their shocking experiences at Gordon Ramsay’s restaurant, revealing a side of the industry many don’t see.
With major food chains expanding and competition heating up, customer expectations are higher than ever.
Read more about what went wrong and why it left diners fuming.
With Firehouse Subs set to shake up Australia’s sandwich scene, will it be a game-changer or just another contender in an already crowded market?
Let us know your thoughts in the comments.
With a growing appetite for international brands, this latest move could see a fresh contender enter a fiercely competitive market—one already dominated by an established giant.
Now, a bold strategy is unfolding, backed by a global powerhouse, promising a new flavour experience for local diners.
A major player in Australia’s food industry revealed plans to enter the country’s $1.7 billion sandwich market with the introduction of Firehouse Subs, a US-based chain.
Retail Food Group (RFG), the company behind Donut King and Gloria Jean’s, announced on 14 February 2024 that it had secured an agreement with Restaurant Brands International (RBI).
The deal would see 165 Firehouse Subs locations open across Australia over the next decade.
This expansion came shortly after RFG’s decision to shut down its struggling bakery chain, Michel’s Patisserie, the previous week.
The first Firehouse Subs store was set to launch in south-east Queensland later in the year, putting it in direct competition with Subway, which dominated the Australian sandwich market.
RFG, headquartered on the Gold Coast, also owned Crust Pizza and Brumby’s Bakery.
Under the agreement, 15 company-owned stores were planned to open in Queensland within the first three years before franchising opportunities expanded nationwide.
RFG’s chief executive, Matthew Marshall, described the move as a crucial step in the company’s growth strategy.
‘I am convinced that Australians have never tried anything like the quality and flavour of Firehouse Subs,’ he said.
‘This is a brand that is all about the highest quality sandwiches with exceptional service. We couldn’t ask for a better partner than RBI, bringing global scale and new market entry expertise.’
RBI International president Thiago Santelmo shared his enthusiasm for bringing Firehouse Subs to the Asia-Pacific region.
An RFG spokesperson told the press that Western Australia was also being considered.
They noted that franchisees had the opportunity to help expand the brand across all states and territories.
Founded in Jacksonville, Florida, by brothers Chris and Robin Sorensen, Firehouse Subs had grown to 1,300 locations across North America, with further expansion planned in Brazil.
Following the announcement, RFG’s share price rose by 8.7 per cent to $2.
The company also reported a 74 per cent increase in net profit to $7.3 million for the six months ending in December, with revenue climbing 20 per cent to $69.6 million.
Sales from RFG’s coffee, café and bakery businesses—accounting for 72 per cent of total revenue—offset weaker performance in its quick-service restaurant division.
Customer numbers at Crust Pizza had declined, with families cutting back on dining out.
In a previous story, diners shared their shocking experiences at Gordon Ramsay’s restaurant, revealing a side of the industry many don’t see.
With major food chains expanding and competition heating up, customer expectations are higher than ever.
Read more about what went wrong and why it left diners fuming.
With Firehouse Subs set to shake up Australia’s sandwich scene, will it be a game-changer or just another contender in an already crowded market?
Let us know your thoughts in the comments.
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