Firehouse Subs is offering a free round of sandwiches to anyone with the name “Michael” — or any name “in the Mike family” — as part of a promotion for its new Steak & Cheese Melt, the company announced this week.
The nation’s Michaels (and Michealas, and Miguels, and Michelles, etc.) can redeem their medium-size subs at participating locations on May 6.
Firehouse Subs gave little indication as to why its restaurants were providing free subs to Michaels in a press release issued Wednesday, aside from company president Mike Hancock claiming it “felt like a great way” to debut the new sandwich.
When asked whether the promotion was a dig at rival sandwich chain Jersey Mike’s (as many fans online have assumed), Firehouse Subs sent along a statement from Mike Vizza, the company’s communications director, who had this to say: “Our own president is named Mike. We’ll let people enjoy the coincidence. We’re just focused on our guests and celebrating our new Steak & Cheese Melt.”
Costco updates its $1.50 Hot Dog Combo for the first time in decades
An earlier email from Firehouse Subs, however, had pitched the promotion with a subject line reading, “Firehouse Subs Trolls Jersey Mike’s,” a representative for a communications company working with Firehouse Subs confirmed.
If indeed that was the company’s original idea, the communications rep did not disclose how a promotion providing free sandwiches to Michaels — as opposed to a promotion denying sandwiches to anyone named Michael — is intended to “troll” Jersey Mike’s.
In any case, fans of Firehouse Subs, and especially those named Mike, appeared pleased with the news.
“Finally one day that being named Mike is beneficial,” one Instagram follower wrote.
Firehouse Subs says its “Michael” promotion is limited to participating restaurants in the United States. Guests will have to provide a photo ID showing the name Michael, Michelle, Michele, Micheala, Miguel or Mikey. (Firehouse Subs, on Instagram, said middle names count “if it’s on your ID.”) The fine print of the company’s social media videos indicates that “franchisee discretion” also plays a role in determining eligibility.
