UAE – Firehouse Subs brand, a global quick-service restaurant giant, has joined forces with one of the largest retailers in the Middle East, Apparel Group to open more than 100 Firehouse Subs restaurants across the United Arab Emirates (UAE) and Oman over the next ten years.

This partnership represented a major milestone in the global expansion strategy of the Restaurant Brands International Inc. (RBI) subsidiary, bringing its authentic American flavour and community spirit to a new audience.

“We are very excited to continue our path to expand the Firehouse Subs brand across the world,” David Shear, President of International at Restaurant Brands International stated expressing excitement about the partnership.

“Apparel Group has been a strong partner operating the Tim Hortons brand in the Middle East/North Africa region (MENA) since 2013, and we believe their extensive experience and expertise will bring numerous advantages to the brand’s continued growth.”

Neeraj Teckchandani, CEO of Apparel Group, echoed this enthusiasm, emphasizing the brand’s alignment with Middle Eastern tastes and preferences.

“As the region’s culinary landscape continues its dynamic evolution, we see Firehouse Subs seamlessly fitting into, and elevating, the tapestry of food experiences here,” he said.

“Our proven track record in growing international brands in MENA, combined with the distinctiveness of Firehouse Subs, promises a synergy that is bound to set new benchmarks.”

This Middle Eastern expansion followed the Firehouse Subs’ successful entry into the Swiss market, marking its first venture outside North America.

“With this partnership, Firehouse Subs is not only expanding its global footprint but also solidifying its reputation as a strong player within the Quick Service Restaurant (QSR) sandwich category,” David noted.

Currently boasting over 1,200 restaurants in the United States and Canada, the brand is poised for continued growth on the international stage.

The partnership between Firehouse Subs and Apparel Group has promised to offer Middle Eastern food enthusiasts an exciting new culinary experience rooted in authentic flavours and a commitment to community.

“As the flames of excitement rise, the future looks bright for Firehouse Subs in the Middle East, igniting the taste buds of locals and expatriates alike.”

Meanwhile, Restaurant Brands International (RBI) has announced that its four iconic restaurant brands in the U.S. Burger King, Popeyes, Firehouse Subs and Tim Hortons have renewed their valued relationship with Coca-Cola until 2033.

Under the new agreements, Coca-Cola will invest in and support marketing priorities with all four restaurant brands to drive additional traffic and contribute to growing franchisee profitability.

“Coca-Cola has proven to be an exceptional partner, and we know our guests in the U.S. love to pair our iconic food offerings with Coca-Cola beverages,” Chief Executive Officer of RBI Josh Kobza said.

 “We are proud to renew our long-standing relationship and work together to grow our market share in the U.S.”

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