Firehouse Subs has named Carolina Berti as its new Chief Marketing Officer for the United States and Canada, signaling a strategic push toward menu innovation, regional expansion, and customer engagement as part of its broader growth strategy.
Carolina Berti’s Experience and Role
Carolina Berti’s appointment comes as Firehouse Subs intensifies its growth initiatives. She brings nearly ten years of senior marketing leadership from Tim Hortons, where she influenced over 100 product launches and sustained 17 consecutive quarters of growth.
Known for combining creativity with strategic business management, Berti is expected to steer Firehouse’s efforts in menu innovation and guest loyalty—areas that are increasingly pivotal in the quick-service restaurant space.
Firehouse Subs’ Growth Ambitions
Founded in Jacksonville in 1994 by former firefighters, Firehouse Subs has expanded to more than 1,200 outlets.
While still smaller than leading rivals like Subway, Firehouse holds a strong position among regional competitors such as Jersey Mike’s and Jimmy John’s.
The brand’s growth ambitions have accelerated since its acquisition by Restaurant Brands International (RBI) in 2021.
RBI, parent company to Burger King, Popeyes, and Tim Hortons, is looking toward a target of 40,000 global restaurant locations by the decade’s end, with Firehouse set to play a significant role.
The brand is already rolling out franchise incentives and pursuing international expansion deals—announcing, for example, 100 locations in Mexico and a goal of 500 in Brazil within a decade.
The Evolving CMO Role in QSR Chains
In the modern quick-service restaurant (QSR) landscape, marketing leaders are taking on broader, more integrated responsibilities.
Berti’s portfolio at Firehouse includes not only communications but also product development, loyalty programs, and digital customer engagement. This shift recognizes the blurred lines between marketing, innovation, and guest experience.
The move also exemplifies RBI’s strategy of rotating executive talent across its brands, allowing best practices—such as Tim Hortons’ success with bakery and beverage promotions—to inform Firehouse Subs’ future initiatives.
This cross-brand approach promises to foster creativity while maintaining strong alignment at the corporate level.
What to Watch Next
The coming months will be telling for how Berti’s leadership translates into tangible results for Firehouse Subs. Areas to watch include:
- Menu Experimentation: Expect more limited-time offerings and new flavor profiles to energize the menu.
- Consistent Brand Identity: Expansion to new international markets will require a careful balance of maintaining core brand elements while adapting to local tastes.
- RBI’s Human Capital Strategy: Firehouse Subs' success under Berti will serve as a test case for RBI’s practice of moving top talent among its major brands.
In summary, Firehouse Subs’ decision to appoint Carolina Berti reflects a broader transformation in restaurant marketing and aligns with its aggressive growth trajectory. The brand is betting on innovation, connectivity, and strategic leadership to fuel its next phase.
