Firehouse Subs hoping sandwich market is still hot

Firehouse Subs, a growing Florida-based sandwich chain, recently opened its first Illinois location, starting a push in the Chicago market.

The Firehouse take on the sub sandwich concept, founded by two former firefighters and brothers, operates its new restaurant at 272 Danada Square West in Wheaton.

The chain's area representative, a former executive with Outback Steakhouse, launched the Wheaton eatery and has plans for another 39 in Lake, Kane, DuPage and McHenry counties. There are plans for dozens more around the state.

Steve Szalinski, a resident of Downers Grove, says the chain's large portions, the unique process in preparing the subs and the philanthropic focus of the company are what attracted him to the company.

Szalinski, who owned a home in Palm City, Fla., said he was a customer of the chain for years before taking over the Illinois area and facilitating the sale of franchising.

He explained that the meats and cheeses are first individually steamed to unlock the flavor. The toppings are then placed onto a toasted roll.

"I was compelled to go after this opportunity, because my experience in the industry has taught me what an exceptional emerging brand looks like," he said. "I was blown away with the sandwich. I found that Firehouse has a cult following."

The 380-store sandwich chain is growing across the country. Its decor features a firehouse theme with Dalmatian print tables, pictures from local fire scenes, hoses, uniforms and boots.

"When you walk in, it smacks you in the face," said Szalinski, 46.

But he said it's the sandwich preparation and the large quantity that differentiates the Firehouse concept. though he added he also likes the chain's philanthropic focus through the Firehouse Subs Public Safety Foundation.

Experts say if another sandwich shop is going to succeed in this market, it has to be different from its competitors.

"This space is getting crowded. When it gets crowded, it's important that they stand out in the crowd," said Bill Bishop, a food retailing expert at Willard Bishop Consulting in Barrington.

The area is already heavily penetrated by Subway and Quiznos as well as Potbelly Sandwich Works and Jimmy John's Gourmet Sandwiches.

Subway is known for it's healthy options, Jimmy John's for fast preparation and Potbelly's for savory, Bishop said.

"The question is, what will make Firehouse different," he said.

However, he added that the consumer does like others to make their sandwiches for them.

A new report from food service industry consultant Technomic reinforced that notion, finding that diners want more variety in sandwiches, with expectations highest in the 18- to 24-year-old age group.

Despite the high number of sandwich shops, the study found that there is still room for more franchises if the brand is different enough.

"Due to the high versatility and saturation of the sandwich market, it is important for operators to stay abreast of current trends and evolving customer needs," Darren Tristano, of Technomic said in the report.

<p class="factboxheadblack">Chew on this</p>

<p class="News">Sandwich trends found in a recent trend report.</p>

<p class="News">• Most consumers (81 percent) purchased a sandwich at least once in the past 60 days. Among these consumers, 93 percent eat at least one sandwich a week and 59 percent say they eat at least three sandwiches a week.</p>

<p class="News">• The vast majority of consumers report that customization (77 percent) and quantity of ingredients (75 percent) are crucial factors in creating a sandwich.</p>

<p class="News">• More than four in five consumers say quality and taste drive their selection of where to purchase a sandwich for both lunch (84 percent) and dinner (82 percent). </p>

<p class="News">• More than 75 percent of consumers say they have eaten a hamburger in the past 60 days. Beyond burgers, 57 percent say they have eaten deli sandwiches and about half have eaten tacos or burritos (52 percent) or sub sandwiches (47 percent). </p>

<p class="News">Source: Sandwich Consumer Trend Report from Technomic</p>