A look at Firehouse Subs’ ‘Restaurant of Future’ prototype

The new Firehouse Subs prototype opened Monday in Jacksonville, Fla., and features a repositioned ordering area, a designated area for to-go orders, new graphics and modified customer flow.

The Firehouse Subs unit continues the brand’s attention to honoring first responders. The

Firehouse Subs Public Safety Foundation has donated more than $44 million to local military, first responders and public safety organizations.

The new Jacksonville, Fla., Firehouse Subs unit features new flow for customers rather than the typical line format of the past.

The Firehouse Subs “Restaurant of the Future” is smaller than typical for the brand, covering 1,600 square feet compared to the 2018 systemwide average of 1,911 square feet, a spokesperson said.

The new Firehouse Subs prototype has retained thematic firefighter elements, including a “community collage” that features local groups and individuals. Executives say they will be measuring optics and surveying guests on the success of the changes featured in the restaurant.

The prototype Firehouse Subs features a signature hand-painted mural by Joe Puskas, the company’s chief mural artist. Since the opening of the first Firehouse Subs in 1994, Puskas and his team have painted more than 1,170 murals from his studio at Firehouse Subs headquarters in Jacksonville, Fla.

Firehouse Subs was an early adopter of the touch-screen operated Coca-Cola Freestyle soda station. The new prototype features the latest version, the Freestyle 9100, which offers more than 175 sparkling and still beverage options with more than 90 zero- and low-calorie options. Choices include the top-selling exclusive Firehouse Subs recipes, Cherry Lime-Aid, Cherry Lime-Aid Light and Sparkling Cherry Lime-Aid, served with fresh squeezed lime.

The new Jacksonville, Fla., Firehouse Subs is the first major reimaging in the brand’s 25 years. It features seating for 26 guests inside and eight out and includes a communal table that seats six.

Firehouse Subs has also streamlined back-of-house operations in the new prototype, providing what executives call more efficient workflow.

Don Fox, CEO of Firehouse Subs, said the new Jacksonville, Fla., unit “is the first fundamental redesign of the restaurant that we have ever undertaken in our 25 years of business. We believe this prototype provides a better Firehouse Subs experience that adapts to today’s busy guests, while still placing focus on the support of first responders and the communities we serve.”

John Namey, vice president of real estate services at Firehouse Subs, said the company surveyed guests before undertaking the redesign. “wanted to fix the customer flow to make it clearer for our guests on where to order,” Namey said. “We also knew there was an opportunity for improvement on our production line. There’s a lot of motion between crew members to make a sub, and we’ve come up with a solution that we hope will be a quicker experience for our guests.”