Firehouse Subs expands in Canada despite trade tensions

Mike Hancock, the president of Firehouse Subs, is increasing the brand's presence in Canada despite ongoing trade tensions. Hancock, who has strong ties to Canada from his time in the Canadian Football League, sees great potential for growth in the country. Firehouse Subs was founded in 1994 by two Jacksonville firefighters. The brand aims to support first responders through donations and grants to veterans wanting to start their own franchises. Since entering Canada in 2015, Firehouse Subs has grown to 117 locations across the country. Hancock believes that the company's community-focused approach, partnered with local, hands-on franchisees, will help them stand out in a competitive market. Many franchisees have a history with Tim Hortons, which brings them valuable experience and local knowledge. Hancock acknowledges the impact of recent tariffs on their business but is working to adapt by sourcing products locally when possible. He emphasizes that many of their franchise owners are Canadians dedicated to their communities. Despite the challenges, Hancock remains hopeful about the relationship between the U.S. and Canada, expressing his love for the country and the people he has met. He and Firehouse Subs are committed to growing responsibly while continuing to support local first responders.