Under Michael Seid’s leadership, MSA Worldwide played a pivotal role by helping set the course for the successful development of the Firehouse Subs brand. At the time of our first engagement with MSA in 2001, the small regional company (only six years old and less then 40 units) was high on branding and culture, but short on business experience (especially in the realm of franchising). Michael brought to the table a perspective for the future development of the company that simply could not have been gained from anyone else. Over the years, we’ve tapped into his wealth of knowledge for the occasional tune-up, and MSA has never failed to deliver added value.