Firehouse Subs, Apparel Group agree to expand in United Arab Emirates, OmanFirehouse Subs, Apparel Group agree to expand in United Arab Emirates, Oman

Firehouse Subs and the Apparel Group LLC have signed a deal to develop more than 100 restaurants across the United Arab Emirates and Oman, the companies announced Monday.

Firehouse Subs, owned by Toronto-based Restaurant Brands International Inc., has opened the brand in Switzerland and signed a deal for development in Mexico.

Patrick Doyle, RBI’s executive chairman, had said on a second-quarter earnings call in August that accelerating international development was a priority for the brand it acquired in 2021.

Joshua Kobza, RBI CEO, said the Swiss “restaurant offers guests the Firehouse menu we know and love with a reimagined guest-centric restaurant design, including 100% digital ordering, and serves as a great showcase for future international development opportunities.”

Firehouse Subs was founded in Jacksonville, Fla., in 1994. As of the end of the second quarter on June 30, it had 1,259 restaurants worldwide.

Parent Restaurant Brands International also owns and franchises the Burger King, Popeyes Louisiana Kitchen and Tim Hortons brands. It has more than 30,000 restaurants in more than 100 countries.

“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” said David Shear, president of international for Restaurant Brands International, in a statement.

Related:Firehouse Subs unveils new kitchen design at newest restaurant in Jacksonville

Neeraj Teckchandani, CEO of Apparel Group, said, “Firehouse Subs embodies a blend of authentic food and community spirit, and Apparel Group is honored to steer this iconic brand's heritage into the thriving Middle Eastern market. 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.”

Apparel Group LLC, based in Dubai, is a global fashion and lifestyle retail company. In addition to Tim Hortons, its brands include Tommy Hilfiger, Charles & Keith, Skechers, Aldo, Nine West, Aeropostale, Jamie’s Italian, Cold Stone Creamery, Inglot, and Rituals.

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