Firehouse Subs Embraces Its Heritage

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NEW YORK As Jim Carrey’s character in The Mask, Stanley Ipkiss, would have said, the sub sandwich category is “Smokin’!” And Firehouse Subs is answering the call with a nationwide expansion and a new brand identity.

Embracing the brand’s heritage will be a critical ingredient in new plans. The “If a firefighter says it’s good, it’s good” campaign isn’t just a new batch of ads, said CEO Robin Sorensen, who founded the chain in 1994 with his brother Chris, both coming from a long line of Jacksonville, Fla.,

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