JACKSONVILLE – Oct. 2, 2025 – Firehouse Subs® announced today the appointment of Carolina Berti as Chief Marketing Officer (CMO), U.S. & Canada. In her new role, Berti will oversee brand marketing, menu innovation, and guest engagement strategies to further accelerate the brand’s growth and strengthen its connection with guests.
“Carolina’s unique blend of creativity, innovation, and business insight will strengthen our connection with guests, fuel brand momentum, and help write the next chapter of the Firehouse Subs growth story,” said Mike Hancock, president of Firehouse Subs. “I’m excited for her to join a leadership team focused on expanding our brand’s footprint and elevating the guest experience with bold flavors, premium ingredients, and an unwavering commitment to supporting communities through the Firehouse Subs Public Safety Foundation®.”
Berti brings more than 15 years of global leadership experience across marketing, innovation, business development, and finance. She joins Firehouse Subs from Tim Hortons®, where she spent nearly a decade driving key initiatives in marketing and innovation, most recently serving as Vice President, Marketing & Innovation. During her tenure, Carolina led the brand to 17 consecutive quarters of sales growth, strengthened guest loyalty, and introduced more than 100 innovative products across Canada.
About Firehouse Subs
Firehouse Subs® is a restaurant chain with a passion for hearty and flavorful food, heartfelt service, and public safety. Founded in Jacksonville, Florida in 1994 by two former firefighting brothers, the brand is built on decades of hot and hearty subs piled with high quality meats and cheeses, and committed to saving lives through the Firehouse Subs Public Safety Foundation®, providing lifesaving equipment and needed resources to first responders and public safety organizations. Firehouse Subs is a subsidiary of Restaurant Brands International Inc. (“RBI”), one of the world’s largest quick service restaurant companies with over $45 billion in annual system-wide sales and approximately 32,000 restaurants in more than 120 countries and territories. RBI owns four of the world’s most prominent and iconic quick service restaurant brands – Burger King®, Tim Hortons®, Popeyes®, and Firehouse Subs®. To learn more, visit www.firehousesubs.com.