Retail Food Group Limited appoints Tracy Steinwand for Firehouse Subs launch
Tracy Steinwand has joined Retail Food Group Limited to lead the launch of Firehouse Subs.
The announcement:
Retail Food Group Limited (ASX: RFG), Australia’s largest multi-brand retail food franchise owner, today announced that Tracy Steinwand has joined the company to spearhead the highly anticipated launch of Firehouse Subs.
Steinwand will oversee all aspects of Firehouse Subs Australia’s operations, including the launch of the brand’s first store in Australia and the development of new initiatives aimed at improving guest satisfaction and driving business growth. Her appointment comes at a pivotal time as the brand finalises the development of core menu items and works on the go-to-market plan ahead of the Australian market launch.
Tracy Steinwand’s extensive background includes leadership roles at several renowned companies in both Australia and abroad, where she has consistently demonstrated strong strategic vision and operational excellence. Her expertise in driving customer engagement and enhancing digital presence aligns perfectly with Firehouse Subs Australia’s mission to deliver exceptional products and outstanding experience to our guests.
“With more than 20 years of senior operating executive experience, Tracy is widely respected as an international expert in the food and beverage franchise segment, and in supporting brands through their growth stages of development,” RFG chief executive officer, Matthew Marshall said.
“We feel privileged to have access to Tracy’s impressive experience, especially at a time where we are experiencing a momentum shift towards growth as we continue to invest in the quality of our retail systems that underpin our franchise operation.
“I am excited to welcome Tracy to the RFG family. In getting to know Tracy, it was clear that her operations capability, and customer-centric and strategic mindset will serve us well,” Marshall concluded.
Relocating from Vancouver in Canada specifically for the Firehouse Subs role in Australia, Steinwand’s most relevant career highlight was when she served as director of the Australia and New Zealand Business for Subway. Under her leadership, the business became the country’s largest restaurant chain, delivering significant expansion and sustained same store sales growth over multiple years.
“Australia has a very strong franchise sector, and I am absolutely thrilled to be returning to my adopted country and help the country’s largest franchise owner launch an incredible and signature QSR brand into local communities,” Tracy Steinwand said.
“Firehouse Subs is a brand built on bold flavours, hearty portions, and a clear commitment to quality and community. I am excited to bring that winning concept to Australia – building a talented local team and creating authentic experiences for our guests.”
Steinwand’s appointment as general manager for Firehouse Subs Australia reinforces RFG’s plans to disrupt Australia’s $1.7 billion sandwich market when it launches the popular US brand later in 2025. The multi-brand food franchisor has targeted southeast Queensland for the launch restaurant, and plans 165 restaurants in 10 years.
Source: Havas Red
