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Fully Involved: Most of the subs at Firehouse Subs by default, are served "fully involved." (one of many kitschy firehouse references), which to customers means, automatically topped with a whole bunch of stuff, including lettuce, tomato, mustard, and a generous helping of mayo. Fully Involved is also an apt description for Firehouse Subs Chief Executive Officer, Don Fox, a life-long over-achiever in both the culinary and franchising sectors. Today, Don Fox serves as our First Responder and helps us learn about the magic of this incredible brand, started by REAL first responders and staying true to core values, through explosive growth.