| rev:text
| - Arizona's technology sector is expanding yet again. With the presence of Motorola and Intel establishing the Valley's own Silicon Desert, the industry continues to aspire to be a preeminent center of innovation and design. Biotech has garnered much of the attention recently, but even now its perch has been threatened. Yes, in the midst of economic uncertainty, one new firm has no shortage of buzz.
Yes, the cutting edge is now a sandwich knife. Firehouse Subs has come to the state, and promises to revolutionize an American original: the hoagie, or submarine sandwich. Founders Chris and Robin Sorensen realized just like other foods, the method of cooking a sandwich should be just as important as the ingredients. And so, they decided to use a heretofor underutilized way in mass-prodctions sandwich shops: steam.
But if you worry that your glasses will fog up as you walk through the door, don't be. The seemingly endless row of hot sauces will likely cause more eye irration than the patented steamer devices used behind the counter. Bowing to their time the founders worked with their father as firefighters in Jacksonville, Florida, the decor is a mix of bright reds, whites, and blacks with a very clean and new feeling throughout. Employees are quick to shout, "Welcome to Firehouse" when anyone steps inside.
The menu hints at ambition but ultimately delivers something more staid. Creative names like "Hook and Ladder" and "Engine Company" conceal prosaic offerings like ham and turkey and turkey with roast beef. But as soon as you take a bite, you'll realize that the steaming does make a huge difference. And you'll also notice how fast you finish, given that their items are on the small side.
With all the focus on next-generation technology, the owners have yet to solve 20th century vintage problems. The first is the wait that is required to use the steamer. While it's not oppressive long, it does diminish the utilty of the sandwich shop concept a little bit. Contravening this is the staff's desire to be really nice to you, even if it's all very Stepford-wife as opposed to something family-owned. We can only hope none there has seen "Westworld".
Innovation, however, always costs money and you'll be keenly aware of this here. It's not that you have to shell out an unspeakable amount of money to dine at Firehouse. It's that you might feel for a simple sandwich, it's either too much (money) or not enough (food). But the restaurant's signature flavors still make it a destination, at least until the next big thing comes along.
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