If you’ve lived in Roanoke for more than a few years, you know that the retail landscape near Brandon Avenue and Colonial Avenue is basically in a constant state of flux. It's a weirdly nostalgic part of town. People still call it Towers Mall, even though technically it’s Towers Shopping Center now. Right in the middle of that asphalt jungle sits Firehouse Subs Towers Mall, a spot that manages to stay busy even when the rest of the center is undergoing one of its periodic identity crises.
It's crowded. Most days, if you hit it at 12:15 PM, you’re going to be shoulder-to-shoulder with Carilion employees in scrubs, Virginia Western students looking stressed, and at least three different guys in high-vis vests.
There’s a reason for the chaos.
Founded by Chris and Robin Sorensen—two brothers who actually spent decades in the fire service—the brand isn't just "firefighter themed" for the sake of marketing. It’s their literal history. When you walk into the Towers location, that mural on the wall isn't just generic art; it's a specific nod to the local community, which is a hallmark of how they design their shops.
Why the Steaming Process Actually Matters
Most sub shops just throw your meat on a cold roll or maybe give it a quick pass through a toaster that dries the bread into a cracker. Firehouse does it differently. They steam the meats and cheeses.
This isn't just a gimmick.
✨ Don't miss: Why T. Pepin’s Hospitality Centre Still Dominates the Tampa Event Scene
Steaming accomplishes two very specific things that make a massive difference in the final product. First, it renders the fat in the brisket or turkey, making it more tender without needing a gallon of mayo to hide the dryness. Second, it allows the cheese to fully fuse with the protein before it ever touches the bread.
The bread stays soft. The meat stays juicy. Honestly, if you’re used to the "toasted" crunch of other chains, the texture here can be a bit of a surprise. It's a wetter, heavier sandwich. If you take a Hook & Ladder to go and drive twenty minutes back to your office, that steam is going to continue to work on the bread. My advice? Eat it there. Or at least crack the lid on the container so the steam doesn't turn your sub into a sponge.
Navigating the Menu Without Getting Overwhelmed
Look, the menu is huge. It's easy to just panic-order the first thing you see.
The Hook & Ladder is the bestseller for a reason. It’s Smoked Turkey Breast, Virginia Honey Ham, and melted Monterey Jack. It’s the safe bet. It’s the "I don't know what I want" sandwich. But if you’re actually hungry—like, skipped-breakfast-and-just-finished-a-shift hungry—the Smokehouse Beef & Cheddar Brisket is the heavy hitter. They smoke that brisket for 16 hours. They don't do it in the back of the Towers Mall shop (it's done in central facilities to ensure consistency), but the flavor holds up. It’s topped with Sweet Heat BBQ sauce, and it’s unapologetically messy.
Then there is the hot sauce bar.
🔗 Read more: Human DNA Found in Hot Dogs: What Really Happened and Why You Shouldn’t Panic
This is where the Firehouse Subs Towers Mall location shines for the true heat seekers. They rank their sauces on a scale of 1 to 10. Most people stay in the 3 to 5 range—stuff like Cholula or Tabasco. But if you’re feeling brave, or maybe just a little bit reckless, look for the stuff in the 8+ category. Just remember that once you douse your sub in something called "Endorphin Rush," there is no going back. Your taste buds are essentially offline for the next three hours.
The Logistics of Towers Shopping Center
Parking is a nightmare. Let’s just be honest about it.
The layout of Towers is legendary for being confusing. If you’re trying to get to Firehouse Subs, don't try to park right in front of the door. You’ll just end up circling like a hawk while someone takes twenty minutes to load their groceries at the Fresh Market nearby. Park further out toward the edge of the lot near the bank or the lower level and just walk. It’ll save your blood pressure.
Also, if you're using the app, give them an extra five minutes. The Towers location handles a massive volume of online orders because of its proximity to the hospital and the college. Sometimes the "ready" notification is a little optimistic.
Giving Back Through the Public Safety Foundation
One thing people often gloss over is the Firehouse Subs Public Safety Foundation. When they ask if you want to "round up" your change, it’s not going into a corporate black hole.
💡 You might also like: The Gospel of Matthew: What Most People Get Wrong About the First Book of the New Testament
Since 2005, this foundation has funneled over $80 million into local departments. In the Roanoke Valley and surrounding areas, this has translated into actual life-saving equipment. We’re talking about thermal imaging cameras, automated external defibrillators (AEDs), and "Jaws of Life" tools for volunteer fire departments that often have zero budget for new tech.
I’ve seen some people get annoyed by the constant "rounding up" pitch at the register. But considering the state of funding for rural EMS and fire services in Virginia, those dimes and nickels actually add up to tangible gear that shows up when someone calls 911.
Misconceptions About the Calories
We need to talk about the "Medium" vs "Large" situation.
A large sub at Firehouse is a commitment. It’s basically two meals. If you look at the nutritional data, a large Smokehouse Beef & Cheddar can push 1,500 calories. That's not a "light lunch." If you're trying to be somewhat health-conscious, you have to go for the "Under 500 Calories" menu, which primarily uses the light mayo and focuses on the turkey or veggie options.
The salads are actually surprisingly decent, too. Most people don't go to a sub shop for a salad, but the Firehouse Salad with smoked turkey is a solid choice if you’re trying to avoid the "bread coma" that usually follows a 12-inch sub.
What You Should Do Next
If you're planning a trip to Firehouse Subs Towers Mall, keep these specific steps in mind to make it a better experience:
- Download the App First: They have a rewards program called Firehouse Rewards. You get points for every purchase, and they add up fast. They usually give you a free large drink just for signing up, and you’ll get a free sub on your birthday.
- Timing is Everything: Avoid the 12:00 PM to 1:00 PM rush if you can help it. If you go at 11:15 AM or 2:00 PM, the service is lighting fast and you won't have to fight for a table.
- Check the Mural: Take ten seconds to actually look at the mural inside. Each one is hand-painted and contains specific references to Roanoke’s history or local landmarks. It’s a cool touch that makes it feel less like a cookie-cutter chain.
- The Pickle Rule: They serve a signature dill pickle spear on the side. If you don't like pickles, tell them when you order. Otherwise, it sits in the box and its juice will migrate toward your bread.
- Support Local: If you’re a first responder, let them know. The brand is built on that culture, and they often have specific ways to acknowledge those in the service.
Whether you're there for a quick bite between classes or grabbing a bucket of subs for a game day, this location remains a staple of the Roanoke food scene. Just remember to park far away, grab a bottle of hot sauce you've never heard of, and keep some napkins handy. You're gonna need them.