The creation of Firehouse Subs was based on our enthusiasm for food, love for cooking, and passion for serving customers. Going back, we grew up in a family-owned retail television business, San Jose Television. We learned from an early age that you have to take care of the customer. Our parents catered to every customer that walked in the store, and went out of their way to make sure they were happy. Being exposed to the entrepreneurial spirit of our parents, I guess you could say we were bitten by the “entrepreneurial bug” at an early age. We spent years tossing around ideas.

Of course, we tried our hand at several different ventures both together, and on our own. We owned a video production company, a spin-off of our parents’ business. After filming countless weddings over a couple years, we were ready for a change.

We painted houses, mowed lawns, and then there was the short stint in the Christmas tree farm business. We named it Kris Kringle Tree Company, but never sold one tree. Anyway, we were always thinking big and still are.

Chris – I started playing guitar as a kid. I am a songwriter and guitarist and came close to “making it big” a couple of times. I recorded some songs with Ike Turner and pursued music on my days off from the fire department, among other jobs, to make ends meet.

Robin – I pursued real estate because my mom was an agent for many years. I flipped cars, buying old ones and fixing them up for sale. I eventually went the firefighter route, but decided if I was going to own a restaurant one day, I better learn the business. I was the manager at several Jacksonville-based chains, and learned the restaurant business from the ground up.

We reunited and the entrepreneurial juices started flowing. We weren’t looking to get rich quick. It was about having a place of our own and living the “American Dream.”

We researched many ideas and concepts in the industry, and wanted to open a microbrewery restaurant but couldn’t afford it. Subs were becoming a popular niche. The more we talked about it, we knew we could create a sub that would stand out among the rest.

We made a list of things we knew we had to do to beat our competition. That day, we drew the idea for our restaurant onto a napkin in a competitor’s parking lot and spent the next two years doing research.

We wanted to serve large portions and piled high with premium meats and cheeses. It took nearly two years of meat tasting. It was truly a family affair from the beginning. We utilized holidays as tasting parties to get input from our family and close friends.

We wanted a hot sub…without using a microwave or duplicating what was already on the market. Through research, we found that steaming the meat and cheese would make it hot, but would also create moisture, unlike a microwave; through which the meat and cheese flavors would burst. Toast the bread and load it up with lettuce, tomato, onion, mayo and mustard….we knew we would have something incomparable.

We wanted better service, which with our family business background, would be easy.
Finally, we wanted a standout concept or theme. Our mom’s family had decades of service on the Jacksonville Fire Department, and were the ones who encouraged our dad to join many years earlier (our dad retired in 2004 with 43 years of service as a Combat Captain on the Jacksonville Fire Department). In total, our family had more than 200 years of public service as firefighters. It is a theme that is personal to us, but is appealing to people of all ages, and is embraced in every community.

We had a recipe for success! But financially however, we had to get creative to open up the first restaurant. Our family and friends pitched in. Lots of blood, sweat and tears went into opening the first store. We even financed most of the opening on my (Robin’s) mother-in-law’s credit card.

Just an acquaintance at the time, Stephen Joost was a believer. He was a CPA, and took a leap of faith and handled the bookkeeping for our first few restaurants. He not only kept the books free of charge, but he did this for several years. Stephen is now our CFO and ownership partner.

Many were skeptical. But, the negative energy from those who did not believe in us just fueled our passion even more. We couldn’t wait to open.

The first day the staff consisted mostly of family with little or no restaurant experience.

Chris - Right before we opened, I told everyone to man your battle stations. I didn’t realize how intuitive that statement was at the time.

Robin - If you have ever visited one of our stores, than you know what we mean. There was a line to the door within the first hour, and it’s been that way ever since.

Firehouse Subs has been serving the hottest subs in town ever since. We celebrated our 10th anniversary in 2004, and have opened more than 225 locations throughout the southeast.

We now man our battle stations from the corporate office in Jacksonville, where we have more than 40 employees overseeing the growth and development of new markets. We continue to live the American Dream everyday, with the same passion and drive, thanks to believers and loyal customers like you. Thank you for taking the time to read our story, for your interest in our company, and for your patronage.

Palm City Store Opens

FIREHOUSE SUBS OPENS FIRST ‘STATION’ IN PALM CITY

PALM CITY, Fla., Dec. 21, 2005 – Firehouse Subs, one of the nation’s fastest-growing sandwich chains, recently opened its first restaurant in Palm City. This ‘station,’ the 101st location in Florida, is located at 3108 SW Martin Downs Blvd., in the Martin Downs Village Center. The new restaurant seats 40 and features gear and various photographs donated by the Martin County Fire Department. Murals depicting local fire department scenes will also appear on the walls surrounding the Dalmatian-spotted tabletops. Firehouse Subs is a family-friendly, quick-service restaurant open seven days a week serving generously sized, steamed sub sandwiches from morning to night. Other items that have proven to be community favorites are the Chief’s salad and “Award Winning” Chili, along with the free fireman’s hat that accompanies kids’ meals. “Firehouse Subs was started by firefighters, and it is important to us to represent the local fire and police forces from the area in our restaurant,” said Charlie Brown, franchise owner of the Palm City location. “I’m thankful for the opportunity to share this great sub shop with Palm City and excited to see how the community responds.”

-more- Firehouse Subs Opens in Palm City/add one

ABOUT FIREHOUSE SUBS Started just over 10 years ago by Jacksonville, Fla., firefighter brothers Robin and Chris Sorensen, Firehouse Subs has grown like wildfire. From a single store in Jacksonville, Firehouse Subs today has 218 ‘stations’ in 11 Southern states with plans for more stores by the end of 2005. Recently named the 10th-fastest-growing chain in the nation by Restaurant Business Magazine, each store has a firehouse theme with fire memorabilia, boots, pictures of fires and fire equipment and even a hand-painted mural with a local firefighting focus.

Firehouse Subs is an equal opportunity employer dedicated to creating a diverse workforce.