Firehouse Subs

Celebrating 15 Years

Founded: 1994

Number of stores: 365

Headquarters: Jacksonville, Florida

Firehouse Subs locations aren’t stores, they’re stations. Indeed, the theme is pervasive throughout the concept, which was founded by brothers and former firefighters Chris and Robin Sorensen, whose family boasts more than 200 years of service as firefighters. By keeping profits in the business, the brothers built an infrastructure for franchising, which they started in 2001. “We have a good cash flow now,” says COO Don Fox. “We’re in an enviable position.”

The chain specializes in beefy hot subs with the top seller being the Hook and Ladder, made with smoked turkey breast, Virginia honey ham, and Monterey Jack. The sandwich is served “fully involved,” fireman talk for lettuce, tomato, onion, and deli mustard.

In the chain’s early days, the décor’s firefighting photos and memorabilia were limited to Jacksonville. Now each store’s local firefighters are saluted with artifacts and custom murals. The concept appeals especially to children, who receive a free fireman’s hat.

Firehouse remains strongly connected to its roots in other respects. The Firehouse Subs Public Safety Foundation, formed in 2005, strives to ease the burden of fire departments, law enforcement, and other emergency service entities.

Firehouse, a predominantly Southeast chain, has entered Las Vegas, Phoenix, and Denver. “We’re chomping at the bit to get into the Northeast and central states,” Fox says.

Wingstop

Celebrating 15 Years

Founded: 1994

Number of stores: 420

Headquarters: Richardson, Texas

Wingstop, which started in the Dallas-Fort Worth area, is soaring high this year with a 10-restaurant agreement for Mexico City, the company’s first foray across the border. The growth follows a recent flight pattern into California, where its 87 restaurants are responsible for the system’s highest comp sales. Seventy-five California stores are under development, and the chain is gearing up to hit the Northeast, where Indianapolis Colts defensive end Raheem Brock has franchises.

Wingstop’s strategy is to stick with its star product: chicken wings and the sides that go with them, says Andy Howard, executive vice president of Wingstop. New products are few and far between. The chain, which started with eight flavors, only added a ninth seasoning, Hickory Smoked Barbecue, in 2004. Today, it is third in popularity behind Original Hot and Lemon Pepper.

Wings and sports go hand-in-hand, and Wingstop’s core demo is men ages 18-54. Super Bowl champion Troy Aikman has been the company spokesman since 2003, and along with Brock, former NFL lineman Ron Stone and Cleveland Browns linebacker Willie McGinst are multiunit franchisees. In 2004, to appeal to women and children, Wingstop debuted boneless chicken strips, which have been so successful that it is now testing boneless wings. Expect a national debut this year.

Wingstop, which started franchising in 1997, flies against the trend of targeting large franchisees. Most of its franchisees are single-unit operators. Howard acknowledges that securing financing has been an issue. However, Wingstop is still within reaching 90 percent of its 2009 projections, which is credit to the price point. The average check is $13.80, but that can serve multiple diners.

“We’re hitting that middle-class segment,” he says. “We continue to grow in sales, and although chicken has gone up—and we’ve raised prices over the year—it’s still a great value.”