Cheboygan native, partners open first Firehouse Subs franchise in Gaylord

GAYLORD — The area now has an outlet for the national Firehouse Subs chain, one which Adam Earle of Traverse City and his partners opened in October at 1100 W. Main St. in Gaylord.

Earle grew up in Cheboygan and his family has a place in Michaywé, so he is familiar with Gaylord. He has operated the Firehouse Subs in Traverse City for two years. His partners, Ken and Sean Hoffman, operate Firehouse franchises in Midland, Mount Pleasant and Saginaw.

Former firefighter brothers Chris and Robin Sorensen started Firehouse in 1994 in Jacksonville, Florida.

“They were big foodie guys who came up with steaming meat and cheese together, which is still a signature of the business today,” said Earle.

“We specialize in hot sandwiches — we toast the bread and steam the meat and cheese, which I think makes for a heartier and more flavorful sandwich,” he added.

Earle said employees slice the meat fresh every day. An eight-ounce sub comes with a quarter pound of meat while a 12-inch sub has half a pound of meat. Firehouse also offers cold subs — including the Italian, which is the chain’s top seller in Michigan.

In addition to sandwiches, Firehouse also provides macaroni and cheese, chili and daily soup selections.

“Our mac and cheese is a five-cheese blend that comes with focaccia bread crumbs on the side. You can add the crumbs on top,” said Earle.

“The chili has a little bit of heat that you notice but doesn’t overpower.”

Earle said he has a thriving catering business at the Traverse City store and hopes to establish one in Gaylord to accommodate office meetings and family gatherings.

Despite persistent reports of businesses having trouble filling open positions in Northern Michigan, Earle said he had no trouble getting a full staff for the Gaylord store.

Because of COVID-19, Firehouse has worked on its takeout and pickup options. Online orders can be submitted via the Firehouse Subs app or the chain’s website at www.firehousesubs.com. Options also include phone orders and takeout from the inside counter.

“On a busy day in Gaylord we will do 100-plus web orders,” Earle said.

One of the more distinctive features inside the store is a custom, hand-painted mural by Firehouse chief mural artist Joe Puskas. It depicts members of the Otsego County Fire Department extinguishing a fire at Gaylord’s iconic Alpenfest, which pays tribute to the area’s Swiss heritage and nickname of “Alpine Village.”

Growing up in Northern Michigan, I was very familiar with Alpenfest,” said Earle.

Earle and his partners, along with other Firehouse franchisees, are committed to giving back to the community via the Firehouse Subs Public Safety Foundation.

The foundation has contrinuted more than $1.3 million in Michigan. A portion of every sale at any Firehouse Subs in the United States benefits the foundation.

“After Hurricane Katrina in 2005, the (Sorenson) brothers started the foundation to give back to the local first-responder community,” said Earle.

The Sorenson brothers are still involved in the business, which is privately held, Earle said. Firehouse has more than 1,100 outlets in 46 states and in Canada and Puerto Rico.

The chain’s Gaylord store can be reached by phone at (989) 448-8520.