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William and Maryjane Ellis ink a six-unit Firehouse Subs deal for San Antonio, backed by incentives, training, and RBI growth plans. First opening in summer 2026.
Photo by Allen Rad
William and Maryjane Ellis are converting loyalty into brick-and-mortar. The San Antonio couple has inked a six-store development deal with Firehouse Subs, with the first unit slated for summer 2026.
William Ellis put the draw plainly: "Firehouse Subs has always been one of my favorite sandwich brands and when I started exploring franchise opportunities, it quickly stood out because of the room it has to grow in San Antonio."
Their bet runs deeper than a menu preference. The pair cites community impact and brand fit as the deciding factors, including the Firehouse Subs Public Safety Foundation, which has donated $100 million to public safety initiatives since its founding in 2005.
William Ellis credited his wife for pushing the idea forward, recalling that when researching franchise ownership, "she was actually the one encouraging me to seriously consider Firehouse," a nod to Maryjane’s conviction in the model. Kelly Crummer, who leads franchise recruitment for Firehouse Subs, cast Texas as a natural match, saying, "The people who live in Texas, the things that are important to them are important to our brand."
Ellis Franchising Group’s agreement lays out a clear entry plan. Under the 2025 Franchise Disclosure Document, upfront costs to open a traditional development location range from $405,250 to $1.58 million, depending on real estate and build-out. Franchise Imp reports a 2025 average unit volume of $973,809, with a median of $938,981 across traditional restaurants.
The company is sharpening the math with its 2026 Development Incentive Program, offering $75,000 cash per new restaurant and $100,000 for multi-unit commitments, plus a Veteran and First Responder incentive of up to $100,000 per unit. New operators complete six to seven weeks of training, more than 270 hours across classroom and on-the-job work, before setting opening dates. The six units are planned over the next two years.
The corporate backdrop is supportive. Firehouse Subs, founded in 1993 and acquired by Restaurant Brands International in December 2021, posted net restaurant growth of 8.1 percent and system-wide sales growth of 6.2 percent in the first quarter of 2026. RBI’s portfolio recorded system-wide sales of $11.51 billion, up 6.2 percent, with net restaurant growth of 2.6 percent to 32,985 units as of March 31, 2026. Texas remains a priority, with 142 Firehouse restaurants as of December 31, 2025, one signed agreement, and projections for 15 new locations in the next fiscal year.
Crummer praised the new operator’s fit with the market, saying, "He accelerates that growth in one of the company’s strongest markets." RBI CEO Josh Kobza added fuel on the company’s Q1 call: "I’m excited to see Firehouse become a more meaningful contributor to RBI’s growth over time and remain confident that the brand will deliver another year of accelerated unit growth in 2026."
Conditions on the ground in San Antonio look favorable. Weitzman research points to a retail market holding a healthy balance of supply and demand, supported by sustained job growth and in-migration, trends expected to aid restaurant expansion through 2026. Competition is tight in the sub-sandwich category. Industry research shows Jersey Mike’s and Jimmy John’s average unit volumes near $1.1 million, Subway around $500,000, which places Firehouse’s roughly $1.0 million AUV among category leaders.
The brand’s development drumbeat is getting noticed, with Entrepreneur naming Firehouse Subs #31 on the Fastest-Growing Franchises list and #39 among Top Food Franchises for 2026. Rival concepts are also planting flags in the metro. Newk’s Eatery plans up to 10 locations, targeting outparcels along Loop 1604 amid low retail vacancy.
Execution still decides the outcome. Securing prime sites in a crowded field, along with swings in construction and labor costs, can squeeze returns. Franchise Imp’s AUV provides a bar, yet performance varies by corner and by operator. Sustained comparable sales will matter as markets mature, and Firehouse’s flat comparable sales in Q1 2026 show the work ahead. The long-term scalability of the Public Safety Foundation’s charitable model could also draw more scrutiny as consumers weigh how much is given.
Firehouse Subs is aiming for 1,500 locations systemwide, supported by over 1,300 units as of mid-2026. The Ellis Franchising Group will test how passion, well-structured incentives, and a tight community promise translate into unit economics in San Antonio. Watch the next 24 months for site wins, training throughput, and early sales ramps. For local diners, the openings bring more hot subs and a deeper tie to first responders, which is the promise that drew the Ellises in the first place.
