News

Firehouse Subs expands Coke Freestyle rollout

January 10, 2011

Firehouse Subs will become the first chain to conduct a market-wide transition to the Coca-Cola Freestyle beverage dispenser.

Firehouse Subs is integrating the system into each of its 29 corporate-owned stores in the Jacksonville, Fla., market. So far, five restaurants have made the transition with the remaining 24 set to make the switch by the end of the month. The per-store cost for the transition is between $2,000 and $4,000, said CEO Don Fox.

The company has tested the Freestyle in three Atlanta stores for more than a year and Fox said the dispenser has been popular among restaurant guests.

“The customer excitement factor is very significant,” he said. “It’s great to see customers interact with it.”

In addition to the large variety of Coke-branded products used in the machine, Coca-Cola worked with Firehouse Subs to incorporate the chain’s proprietary Cherry Limeade into the dispenser. The two companies also will work together to promote the dispenser and its benefits.

Firehouse Subs has been using Coke products in its stores for only two years; however, the Freestyle dispenser was made available to the company early on in the partnership, Fox said.

“It’s been a great joint venture," he said.