Leadership Overview
Firehouse Subs has 10 executives leading key functions including international strategy, franchise ownership, marketing, operations, and organizational leadership.
Focused on delivering premium steamed sandwiches, Firehouse Subs maintains a commitment to public safety while expanding its footprint across North America through a robust franchise model.
Focused on delivering premium steamed sandwiches, Firehouse Subs maintains a commitment to public safety while expanding its footprint across North America through a robust franchise model.
Leadership Roles at Firehouse Subs
Iuri Miranda - Chief Executive Officer Brasil
Iuri Miranda, the Chief Executive Officer Brasil at Firehouse Subs, directs all strategic expansion efforts within the South American market. This leadership role involves adapting the signature steamed sandwich concept to local consumer preferences while maintaining the core brand identity. By overseeing supply chain logistics and regional franchise development, the Chief Executive Officer Brasil ensures consistent quality across all locations. Iuri Miranda manages relationships with local stakeholders to drive brand awareness and operational excellence. The executive monitors market trends to optimize menu offerings and service delivery models. Through rigorous oversight of regional performance metrics, the Chief Executive Officer Brasil secures long-term growth and profitability. This position requires constant collaboration with corporate leadership to align international initiatives with the broader mission of supporting first responders. Ultimately, the executive strengthens the presence of the brand in competitive hospitality environments.
Rafiq Shaban - Chief Executive Officer & Co- Owner (Franchisee)
Rafiq Shaban, the Chief Executive Officer & Co- Owner (Franchisee) at Firehouse Subs, manages the daily operations of multiple franchise locations while upholding the high standards of the brand. This role involves executing corporate training programs and ensuring that every restaurant delivers the signature steamed hot submarine sandwiches to customers. Rafiq Shaban drives local marketing initiatives to increase foot traffic and community engagement. By balancing the demands of franchise ownership with executive oversight, the Chief Executive Officer & Co- Owner (Franchisee) maintains operational efficiency and profitability. The executive coordinates with corporate support teams to implement new development strategies and technology upgrades. This leadership position focuses on maximizing revenue through superior customer service and consistent product quality. Through active participation in the franchise network, the executive contributes to the overall success and expansion of the brand across North America.
William Giudici - Partner & Chief Operating Officer
William Giudici, the Partner & Chief Operating Officer at Firehouse Subs, directs the internal operational systems and development expertise provided to franchisees. This role involves streamlining restaurant workflows and ensuring that all locations adhere to the high standards of the brand. William Giudici oversees the implementation of training programs that prepare franchise teams for success. By managing the operational infrastructure, the Partner & Chief Operating Officer supports the growth of the franchise model across North America. The executive coordinates with the Board to refine business processes and improve efficiency. This leadership position focuses on scaling operations while maintaining the quality of the premium meats and cheeses used in every sandwich. Through rigorous performance monitoring, the executive ensures that all operational goals are met. William Giudici drives the continuous improvement of service delivery models to enhance the overall guest experience and support long-term profitability.
Maribel Brinkel - President
Maribel Brinkel, the President at Firehouse Subs, leads the strategic direction and organizational growth of the company. This role involves overseeing the executive team and ensuring alignment with the core mission of providing quality food and supporting first responders. Maribel Brinkel directs the development of long-term business plans that expand the market reach of the brand. By fostering a culture of excellence, the President ensures that all departments work cohesively to achieve corporate objectives. The executive manages high-level relationships with key stakeholders and investors to secure the future of the company. This leadership position requires constant evaluation of the competitive landscape to maintain the industry position of the brand. Through effective decision-making, the executive drives innovation in service and product offerings. Maribel Brinkel ensures that the company remains a leader in the hospitality sector by prioritizing operational integrity and community impact.
Larry Leudenburg - President
Larry Leudenburg, the President at Firehouse Subs, focuses on the financial health and administrative stability of the organization. This role involves managing the corporate budget and ensuring that all financial resources are allocated to support growth initiatives. Larry Leudenburg directs the implementation of internal policies that promote efficiency and compliance across all departments. By analyzing financial reports, the President identifies areas for cost optimization and revenue enhancement. The executive collaborates with other C-suite leaders to execute the strategic vision of the company. This leadership position supports the expansion of the franchise network by providing the necessary financial oversight and risk management. Through prudent fiscal management, the executive ensures the long-term sustainability of the brand. Larry Leudenburg maintains a focus on delivering value to stakeholders while upholding the commitment to public safety that defines the company mission.
John Spoon - President & Owner
John Spoon, the President & Owner at Firehouse Subs, guides the overall vision and values of the company. This role involves maintaining the legacy of the brand while adapting to the evolving needs of the hospitality industry. John Spoon directs the strategic partnerships that enable the company to support first responders through the Firehouse Subs Public Safety Foundation. By overseeing the core business model, the President & Owner ensures that the commitment to quality remains at the forefront of all operations. The executive leads the development of new initiatives that enhance the brand experience for customers. This leadership position focuses on building a strong organizational culture that attracts and retains top talent. Through active engagement with the franchise community, the executive fosters a collaborative environment. John Spoon ensures that the company continues to grow as a premier fast casual restaurant chain across North America.
Carla Wisseman - President
Carla Wisseman, the President at Firehouse Subs, manages the operational integration of new technologies and service platforms. This role involves modernizing the customer experience through digital transformation and improved service delivery systems. Carla Wisseman directs the cross-functional teams responsible for implementing these upgrades across the franchise network. By focusing on operational agility, the President ensures that the company remains competitive in the fast-paced restaurant industry. The executive collaborates with marketing and operations leaders to align technological advancements with brand goals. This leadership position supports the mission by making the ordering and dining process more efficient for guests. Through strategic planning, the executive drives the adoption of best practices that enhance productivity. Carla Wisseman ensures that the company maintains its reputation for quality and service while embracing the future of the hospitality sector.
Iraj Ghorbani - President
Iraj Ghorbani, the President at Firehouse Subs, oversees the expansion of the franchise footprint into new geographic territories. This role involves identifying prime locations and vetting potential franchise partners to ensure alignment with the brand standards. Iraj Ghorbani directs the development of regional support systems that assist new franchisees in launching their operations. By managing the growth strategy, the President ensures that the company maintains its quality standards during rapid expansion. The executive works with real estate and development teams to secure sites that maximize visibility and accessibility. This leadership position focuses on building a robust network of successful franchise locations across North America. Through careful planning and execution, the executive drives the scaling of the business. Iraj Ghorbani ensures that the company continues to provide comprehensive support to all franchisees, fostering a strong and sustainable brand presence.
Daniel Packness - Chief Marketing Officer
Daniel Packness, the Chief Marketing Officer at Firehouse Subs, architects the overarching brand strategy and national advertising campaigns. This role involves promoting the unique steaming method and the firefighter-themed branding that distinguishes the company in the restaurant industry. Daniel Packness directs digital marketing efforts and loyalty programs to enhance customer retention and drive sales growth. By analyzing consumer data, the Chief Marketing Officer identifies emerging market opportunities and refines promotional messaging. The executive collaborates with franchise partners to ensure consistent brand communication across all locations. This leadership role supports the company mission by highlighting the Firehouse Subs Public Safety Foundation in all marketing collateral. Through strategic media planning and creative development, the Chief Marketing Officer elevates the brand profile. The executive ensures that all marketing initiatives align with the broader business goals of increasing market share and fostering community trust.
Carolina Berti - Chief Marketing Officer (U.S. & Canada)
Carolina Berti, the Chief Marketing Officer (U.S. & Canada) at Firehouse Subs, oversees all promotional activities and brand positioning across North American markets. This role involves executing regional marketing strategies that resonate with diverse consumer bases while maintaining the integrity of the brand. Carolina Berti directs the implementation of seasonal menu campaigns and local store marketing programs to boost revenue. By managing the marketing budget and evaluating campaign performance, the Chief Marketing Officer (U.S. & Canada) ensures optimal return on investment. The executive works closely with franchise owners to provide the necessary tools and resources for effective local advertising. This leadership position focuses on strengthening the connection between the brand and the communities served. Through data-driven insights, the executive optimizes customer engagement strategies. Carolina Berti plays a vital role in sustaining the competitive advantage of the company within the fast casual restaurant sector.
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Frequently Asked Questions Regarding Firehouse Subs Top Executives and Leadership Team
