Firehouse Subs (the Founders) have used (leveraged) the Fire Service / Firefighters time honored profession and the ***persona*** which is based on honesty, quality and integrity (valor, bravery, dignity, ethics and heroics) to promote and market their Firehouse SUbs Franchise business whereas a number of their (the Founders) marketing (spin jobs), lawsuits and other dealings have been Corporate misrepresentations and/or...flat out business deceptions. The exact opposite of what the Fire Service represents and symbolizes in professional principles (honesty, quality and integrity) and hold fast to be daily. 

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