Key Takeaways
- Firehouse Subs will launch its $9.95 K-9 Crew plush collection on October 28, with 100% of net profits supporting its Public Safety Foundation.
- The collection honors real working dogs Stone, Ember, and Echo, whose roles span disaster response, fire-safety education, and police work.
- The chain will also donate the full purchase price of every eligible Hook & Ladder sandwich sold that day to a foundation that has awarded first responders more than $112 million since 2005.
Firehouse Subs is celebrating National First Responders Day with some four-legged heroes—and a way for customers to help save lives. On October 28, the sandwich chain will launch its limited-edition K-9 Crew collection, featuring three plush dogs modeled after real-life working K-9s.
Each stuffed animal costs $9.95, with 100% of net profits supporting the Firehouse Subs Public Safety Foundation. And for customers who would rather grab lunch, there's another way to contribute.
According to an official company announcement, the collection features three dogs whose real-life counterparts have made an impact in their communities. Stone, a golden retriever trained in search and rescue, has responded to disasters across the country, including the deadly Surfside condominium collapse in Florida.
Ember, a Dalmatian with Tennessee's Sevierville Fire Department, helps teach fire safety.
Echo, a German shepherd with Minnesota's Sartell Police Department, has helped locate missing people and identify potential threats since joining the force in 2023 through a foundation grant.
For Firehouse Subs President Mike Hancock, the collection reflects the company's firefighting roots. Founded in Jacksonville, Florida, in 1994 by two former firefighter brothers, the chain has made supporting emergency personnel part of its identity.
"Our K-9 Crew celebrates the remarkable four-legged heroes who serve alongside first responders every day, giving our guests a fun and meaningful way to recognize their service while supporting the communities they protect," Hancock said in a statement.
The plushies aren't the only attraction. On October 28, Firehouse Subs will also donate 100% of the purchase price of every Hook & Ladder sandwich sold to its Public Safety Foundation.
The longtime menu favorite features smoked turkey breast, honey ham, melted Monterey Jack cheese, and traditional sandwich toppings. The fundraiser applies to eligible restaurant, app, and online orders, excluding taxes, combos, upsizes, add-ons, catering, and third-party delivery orders.
"These K-9 heroes often put themselves in harm's way to help save lives," said Robin Peters, the foundation’s executive director. "Through this collection, guests can help us continue providing lifesaving resources to first responders and public safety organizations nationwide."
The campaign follows another attention-grabbing Firehouse Subs giveaway earlier this year. In May, the company offered free medium Steak & Cheese Melt sandwiches to customers named Mike, Michael, Miguel, Michelle, and other variations.
The promotion sparked speculation that it was a dig at rival Jersey Mike’s, though Firehouse executives said Hancock’s own first name inspired it.
The company has also offered birthday rewards, recurring Name of the Day giveaways, and free sandwiches in exchange for bottled-water donations benefiting local fire departments.
But the latest campaign carries a different purpose. Since 2005, the Firehouse Subs Public Safety Foundation has awarded more than $112 million in equipment and resources to first responders across all 50 states and Puerto Rico.
The K-9 Crew plushies will be available exclusively in-storeat participating U.S. restaurants while supplies last.
