Firehouse Subs franchise eyes Watertown for restaurants

Firehouse Subs, a national restaurant franchise renowned for its hot subs with melted cheese and hefty meal portions, plans to launch up to three locations in Watertown as part of its goal of starting 47 restaurants in Western and Central New York over the next 10 years.

Leading the effort will be Buffalo native Joe Ippolito, a dining veteran who’s moving back to his stomping grounds to manage the project after serving as vice president of operations for Arby’s Restaurant Group in Indianapolis. As the area representative for the project, Mr. Ippolito will launch his own restaurant in Buffalo this year while searching for prospective owners to start other locations.

The project’s long-term goal is to create 1,200 jobs, he said. The first batch of restaurants is expected to open in 2013, he said, with the goal of adding about five per year over the next 10 years.

On average, the restaurants will employ 15 to 25 people each, he said. If three restaurants are launched in Watertown, that could mean 45 to 75 new jobs.

One location that’s being eyed is the commercial area off Interstate 81 near Salmon Run Mall.

“We’re saying one to three stores for the Watertown area today,” Mr. Ippolito said, “but it all depends on the individual involved and demographics. If we find someone there who sees a need for multiple locations, it could be a three-store market.”

What distinguishes these family restaurants, which usually seat about 60 diners, is their hometown atmosphere, he said. Originally launched by a group of firefighters, Firehouse Subs partners with local fire departments to raise money for purchasing equipment. Restaurants raise money by selling medallions and pickle buckets to customers, Mr. Ippolito said.

“When I visit sites, I’ll be meeting personally with heads of fire departments to ask them what they need help with,” he said, adding that two restaurants in Ohio recently raised $20,000 for fire departments.

Mr. Ippolito said he looks forward to seeking input from entrepreneurs who may be interested in launching restaurants. Even those without experience may apply to become owners, he said, and a training program will be offered at the restaurant he will own in Buffalo.

“If someone is new to the restaurant business, I’m here to educate them on the nuances of owning a restaurant and the day-to-day operations,” he said.

And although launching 47 restaurants may seem a high quota, he’s optimistic there will be an interest in starting locations across the western half of the state. The franchise climbed from 258 to 485 locations in the past four years, and he’d like to help keep that pace.

“I’ve already run across folks here locally that are familiar with the brand and feel it’s going to do really well here,” he said. “Right now we’re in our infancy, but we expect to grow fast as the word gets out.”