Firehouse Subs serves as home base for the everyday heroes rushing into day to day challenges. We create great food that gets our customers ready to make a difference in their families and communities.

OUR BRAND PURPOSE (THE IMPACT WE WANT TO HAVE IN THE WORLD)

We serve those preparing to answer the call.

Community Captains

When a challenge calls, they’re the ones you can count on. The go-getters who always show up and put others before themselves. They’re everyday people with extraordinary hearts. Superheroes in street clothes.

They put in the long hours at the office or job site. They're carpool coordinators, neighborhood volunteers and champions of their community. They’re active and inspired, at the gym or at home. To them everyday is an opportunity to make things better for themselves and others around them. And they’re not afraid to lead or show others the way.

That’s why they love Firehouse Subs. We’re their homebase, with the hearty, delicious food, they need to prepare for what’s next. And we’re just as driven as they are to make an impact.

BRAND POSITIONING (HOW WE WANT TO BE PERCEIVED)

We warm your heart as we satisfy your stomach.

BRAND BEHAVIOR IDEA (WHAT OUR BRAND'S EXPRESSION SHOULD SPARK)

Go forward wholehearted.

Warmly Crafted

We craft our brand with a unique approach that feels purposeful and warm to show our quality.

Deliciously Bold

Just like our food satisfies with nourishing deliciousness, our brand feels bold, fulfilling, and loud.

Inspiring Energy

What you do next is up to you, but we are inspiring and energizing for both you and your community.

Communal Spirit

We bring people in by being genuine & welcoming, so we celebrate and embody those moments we come together.

Questions about these guidelines? Contact us.

Brand Idea