A new restaurant redesign that connects customers to the brand’s history and mission while streamlining operational efficiency.

Business Challenge

Firehouse Subs needed a new concept that would accomplish three goals: reduce build-out costs, improve efficiency for both crew and guests, and amplify the Firehouse Subs elements that make the brand distinct – a commitment to flavorful food and public safety. Firehouse also needed the new design to be compelling enough to entice customers to want to dine in.


A new environment that exhibits the heat and passion of the brand’s mission of benefiting first responders. Emphasized brand voice so that it was experienced by every guest – both dine-in and pick-up. Developed a clear communication hierarchy that delivered the right messaging at the right time, which included repositioning queuing and menu boards for more intuitive ordering. A clear, designated destination for Rapid Rescue To Go order pickup emphasized the service and minimized wait times. A reorganization of the back-of-house created a more efficient operational flow.

Results / Metrics

The first updated location opened Spring 2019 in Durbin, FL


“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.”

Robin Sorensen
Firehouse Subs

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