Sub Shop Honors Firefighters, Tries to Win Customers With Taste

When Ayaz Moledina took his first bite of a “New York Steamer”—a hot corned beef and pastrami melt—way back in February 2010, he knew as soon as the meat reached his taste buds that he wanted open a franchise of his own.

It was just a matter of finding a location.

Based on the feedback from several customers, which include local firefighters and several Baltimore Ravens, many members of the community seem delighted that Moledina settled on Owings Mills.  

The restaurant opened its doors on Nov. 12 and in addition to hot, fresh sandwiches and a sleek, sparkling interior, Firehouse Subs is trying to set itself apart from the competition with the work it does in the community to support local fire department efforts through the company’s Public Safety Foundation.

“I’ve looked at a lot of concepts in my life, and I’ve never found anything as good as this,” Moledina said. “The meats are great, the quality is great and the cleanliness—when you walk into this restaurant, it’s clean, it’s spotless. When you eat the food, it’s great. The meats are phenomenal.”

“It’s just a great concept. It’s not only that we serve subs, we do a lot of things behind the scenes.”  

Founded by firemen Chris and Robin Sorensen in 1994, Firehouse Subs boasts over 470 stores in 29 states across the country, and all of those locations provide means to give back to local fire departments and other emergency personnel.

Donation canisters near the register and sales from emptied jumbo-sized pickle buckets are just two ways that Firehouse Subs raises money for the Public Safety Foundation, which helps provide first responders with tools and equipment they need.

While the nearby greatly appreciates those efforts—as well as the wall artwork and décor paying homage to firefighters—they don’t mind the opportunity to fill their bellies with hot subs, either.

“It’s a change of pace for the area. It’s not your typical Subway or Quiznos,” firefighter Mike Anderson said. “For me, it’s just cool that they’re firehouse related and that they took the time to put the volunteer companies first.

“We’re definitely big eaters. There’s one way to win a firefighter over and that’s through their stomach.”

Moledina emphasized Firehouse Subs’ unique sandwich crafting method that includes steaming the meats and cheeses together for three minutes while toasting the fresh bread separately. Compared to your typical sub shop, your meal at Firehouse may take a little bit longer to be prepared. And, while Moledina doesn’t want to knock the competition, he promises when choosing Firehouse’s approach, your patience will be rewarded.

“We do it different. Our way beats their way,” he said. “We have USDA quality meats—we carry the best meats that we can carry. Everything is steamed so it gives you that burst of flavor when you bite into it.”   

While Moledina’s favorite sub remains the New York Steamer, the restaurant’s No. 1 seller is the aptly named Hook and Ladder stuffed with turkey, honey ham, melted Monterrey jack and can be served “fully involved” with mayo, mustard, lettuce, tomato, onion and a dill pickle spear on the side.

Firehouse Subs is also the first national chain to carry Coca-Cola’s Freestyle Machine, which offers customers 120 drink options through a touch screen guide.

And, while Moledina loves the local support, he’s glad the restaurant is drawing interest and praise from consumers across the state.

“I’ve had people tell me our food is phenomenal, that they’ve never had any subs this good,” Moledina said. “The other day I had two customers from [Washington] D.C. who said, ‘we heard about you in D.C. and came all the way up here just to be here.”