A battle for the nation's tastebuds is set to break out on the streets of Brighton with the UK debut of US fast food chain, Quizno's.

With 1,200 restaurants around the world, the company officially launched its submarine-shaped sandwiches at Brighton's Churchill Square.

Visiting the Brighton restaurant, Quizno's president Rick Schaden said: "We realise that the UK is the home of the sandwich but we are certain that our first European Quizno's will change the market.

"Once the people of Brighton try our classic subs, they will crave the taste just as customers everywhere have."

Mr Schaden took on his first franchise less than ten years ago and is hoping his huge success with made-to-order toasted subs will challenge the traditional sandwich in the UK.

He is so confident of his conquest that he gave subs away free for two hours at the Brighton opening.

More than 100 Quizno's restaurants are planned for the UK, with sites in London and Peterborough at the top of the list.

Quizno's, founded in Denver, Colorado, is known for its oven-toasted subs, prepared to order on proprietary bread with quality meats and cheeses and special sauces made for the chain.

The chain has grown from 18 restaurants in the Denver area in 1991 to more than 1,200 throughout the United States and Puerto Rico, Canada, Japan, Costa Rica, Panama, Guam, Australia, Iceland and now, the UK.

Quizno's was named the sixth fastest-growing franchise by Entrepreneur magazine in its Franchise 500 report in January.

In the UK, the operation is headed by Chris Moradian, who was awarded the master franchising rights to develop the Quizno's brand in this country in 1999.

He said: "I fell in love with Quizno's the first time I saw it. I think you can take it anywhere in the world and make it work, mostly because of the good food."