The History of FIREHOUSE Sandwiches

Humble Beginnings

In 2010, in a small storefront in San Francisco, the first FIREHOUSE Sandwiches opened its doors. Founded by former firefighter James Martinez and chef Elizabeth Chen, the shop combined James' passion for hearty, satisfying food with Elizabeth's culinary expertise.

The name "FIREHOUSE" wasn't just a catchy brand – it was an homage to James' 15-year career as a firefighter and the communal meals that became the highlight of long shifts at the station. These firehouse meals were legendary among local service members – hearty, flavorful, and built to satisfy hard-working appetites.

"We wanted to create sandwiches that would satisfy the hunger of someone who'd been battling flames for hours, but with the culinary sophistication that California diners expect."
— James Martinez, Co-Founder

The First Menu

The original FIREHOUSE menu featured just six sandwich options, each named after firehouses around San Francisco. The "Station 7" – a hearty combination of slow-roasted beef, melted provolone, caramelized onions, and horseradish aioli on a toasted sourdough roll – became an instant hit and remains on our menu today.

Elizabeth's culinary background brought unexpected sophistication to these hearty sandwiches. Her insistence on house-made sauces, locally sourced ingredients, and artisan bread elevated FIREHOUSE above typical sandwich shops from the very beginning.

Expanding Across California

The San Francisco location quickly developed a loyal following, with lines often stretching around the block during lunch hours. By 2012, FIREHOUSE had opened a second location in Oakland, followed by Santa Monica in 2013.

What set FIREHOUSE apart during this expansion was our early adoption of delivery service. While most sandwich shops focused solely on in-store dining, we recognized the growing demand for quality food delivered to homes and offices. By 2014, we had established a dedicated delivery system in each location, bringing our sandwiches directly to hungry Californians.

The Delivery Revolution

In 2016, we launched our proprietary online ordering system, making it even easier for customers to order FIREHOUSE delivery or schedule pickup. This technology investment came just as food delivery was becoming mainstream, positioning FIREHOUSE at the forefront of the delivery revolution.

Our commitment to quality during delivery became our signature. We developed specialized packaging that kept hot sandwiches hot and cold elements crisp. Our delivery radius was intentionally limited to ensure food arrived in perfect condition, and we trained dedicated delivery staff rather than relying solely on third-party services.

Growing Through Challenges

Like many food businesses, FIREHOUSE faced significant challenges during the COVID-19 pandemic of 2020-2021. However, our established delivery infrastructure allowed us to pivot quickly, expanding our delivery zones and implementing contactless delivery protocols.

During this period, we also introduced family meal bundles, sandwich kits, and expanded our catering options to serve the changing needs of our communities. These innovations helped us not only survive but thrive during a difficult time for the restaurant industry.

FIREHOUSE Today

Today, FIREHOUSE operates 24 locations across California, from San Diego to Sacramento, with plans for continued expansion. Our menu has grown to include over 20 signature sandwiches, seasonal specials, sides, and house-made beverages.

In 2023, we launched our sustainability initiative, transitioning to 100% compostable packaging and implementing carbon-offset delivery. We continue to source ingredients from local California producers whenever possible, supporting the communities we serve.

Looking to the Future

As we continue to grow, our commitment to quality, community, and exceptional service remains unchanged. The spirit of the firehouse meal – hearty, satisfying, and bringing people together – continues to inspire everything we do.

We're proud of our California roots and excited to bring FIREHOUSE Sandwiches to more communities in the coming years. Whether you've been enjoying our sandwiches since 2010 or are discovering us for the first time, we're grateful for the opportunity to serve you.