Firehouse subs, American sandwich network, wins branch in Brazil

Firehouse Subs, a American sandwich cafeteria network, landed in Brazil this Monday (2). The first unit is at Internacional Shopping Guarulhos, in São Paulo.

Fast food highlights smoked meats, widespread in the United States, and plans to popularize them here by offering options such as Brisket, Pastrami and Rosbife, usually reserved for handcrafted houses at more affordable prices.

They are cut into thin slices, steam cooked and stuff 15 sandwiches, sold in combos with chips and drink from R $ 26,90. The customer chooses the bread (white or malt) and the size of 10 cm, 15 cm or 30 cm.

Among the fillings, the New York Pastrami brings Pastrami, soft provolone cheese and Italian sauces (vinegar and garlic based) and brown mustard. Another combines chicken with lemon pepper, spicy cajun seasoning, jalapen, plate cheese, lettuce, onion and mustard sauce. A vegetarian option is made with mushrooms and three cheeses.

The chef of the network, Thomas Heitz, says it was a challenge to find products in Brazil that resemble those of the headquarters, as some are not found in the country. The honey that water the ham, for example, is a vegetable version, and here he did tests with various bee hings to find the ideal – who gained a touch of molasses.

It also took time to reach the right level of fat and smoking the brisket, smoked meat for hours, and Heitz believes it will be the flagship. Here he used cattle chest.

The chef also made adaptations in the recipes for the Brazilian taste, such as preparing a sweeter tomato sauce, in contrast to the American, avinacred. It makes up the meatball sandwich, made of pork and beef, covered with marinara, provolone and oregano sauce.

In all, he made 12 trips to Brazil in two years of project, visiting markets and suppliers. Heitz says that the taste for the Brazilian for meat and barbecue attracted the brand to the country.

Firehouse subs was founded in 1994 in Florida by two fire brothers – the name. In 2021, it was bought by RBI, owner of Burger King, Popeyes and Tim Hortons, which began international expansion. Branches were inaugurated in Switzerland and Mexico. Today there are 1,300 snack bars.

In Brazil, he was cast as a partner Iuri Miranda, who led Burger King in the country. The company has signed an ambitious goal of opening 500 stores in different states in ten years, according to the executive.

By the end of the year, five more addresses will be opened, all in malls: Itaquera, Interlagos, Tatuapé, Bourbon and Santo André. Shopping centers give the brand more visibility, explains Miranda.

The decor of the cafeteria was reformulated and modernized for the debut. Orders are made in totems and there are still plans to launch delivery.

In the matrix, part of the sales is intended for its own foundation, which donates equipment and resources to rescuers and public safety organizations. Miranda states that there are plans to create a similar donation system.

Firehouse subs arrives in Brazil on the wake of other American networks that have rooted roots in the country, such as Nathan’s Famous, hot-dogs and Donuts Krispy Kreme.