Thirst Goes Down in Flames with the Launch of Cherry Lime-Aid in Firehouse Subs Locations

JACKSONVILLE, Fla. – Firehouse Subs®, renowned for hearty, oversized portions and piping hot subs, brings Cherry Lime-Aid, to all 375 stores at the end of September. With its own exclusive formula, the ideal way to extinguish thirst and enjoy the beverage is to start with ice, then add fresh squeezed lime and top with the non-carbonated sweetness of Cherry Lime-Aid fountain drink. Cherry Lime-Aid has been offered in the company’s flagship locations in Jacksonville since the first Firehouse Subs opened in 1994 and remains a top selling beverage in that market.

"Growing up, my family and I always quenched our thirst with a hand-squeezed Cherry Lime-Aid, a drink our hometown of Jacksonville has loved for generations," said co-founder Robin Sorensen. "When my brother and I opened the first Firehouse Subs in 1994, we made the decision to include the drink on the menu, as it is a natural thirst quencher for our hearty subs."


While all 30 greater Jacksonville, Ocala and Gainesville, Fla., Firehouse Subs restaurants have offered the original recipe of fresh squeezed lime, blended cherries, simple syrup and ice, Firehouse Subs is now bringing the founders’ exclusive formula to all Firehouse Subs locations. With the increasing popularity of non-carbonated beverages, Firehouse Subs’ Cherry Lime-Aid provides a twist on traditional drink options.

Quality ingredients in hot subs and a unique atmosphere, like stepping into a fire station, has always been a differentiator for Firehouse Subs. The addition of Cherry Lime-Aid to the menu provides a proprietary drink that enhances the Firehouse Subs experience and cannot be found elsewhere. Firehouse Subs currently leads sandwich segment in combo sales (entrée, chips and beverage), and the addition of Cherry Lime-Aid is anticipated to increase that figure.

Original Firehouse menu favorites like the piping hot Hook & Ladder® with Smoked Turkey and Virginia Honey Ham, smothered with Monterey Jack cheese, and the sizzling New York Steamer®, made famous by the delicatessens of New York, are both named after fire trucks and stay true to the authentic firehouse heritage. Subs are piled high with premium meats sliced fresh daily and cheeses -- steamed to make the flavors burst -- then served "Fully Involved," with mayo, mustard, lettuce, tomato, onion and a dill spear on the side. The Chief’s Salad® and hearty Firehouse Chili provide flavorful options that round out the traditional Firehouse Subs menu. Kids enjoy the firefighter theme with Dalmatian-spotted tabletops and receive complimentary fire hats and cookies with the purchase of a Kid’s Meal.

About Firehouse Subs:

Firehouse Subs®, founded in Jacksonville, Fla., by former firefighting brothers Chris and Robin Sorensen, is a 374-unit fast-casual restaurant chain. Subs offer oversized portions of premium hand-sliced meats and cheeses, steamed to make the flavors burst, then piled high with fresh produce atop a toasted sub roll. Restaurants reflect the authentic firefighter heritage, as well as the founding family’s 200 years of firefighting service. In 2005, the company created The Firehouse Subs Public Safety Foundation, Inc. to provide funding to deserving local fire departments. Over the past two years, the Foundation has donated more than $1.75 million in equipment and resources. Firehouse Subs was also named “National Chain” winner of the National Restaurant Association’s (NRA) Restaurant Neighbor Award for their overall dedication to community service. The 2009 plans for expansion include the Northeast, Central and Southwest regions of the U.S.



For more information on Firehouse Subs, please visit www.firehousesubs.com, www.facebook.com/firehousesubs, or twitter.com/firehouse_subs.

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