Seriously, for a convenience store "near highways." Perhaps someone up the production chain-of-command for this movie realized how stupid this was and put swastikas all over the bad guy in the hopes that this would provide added incentive to murder. It didn't help. Still stupid.
The head honcho is played by Vincent D'Onofrio (The Cell, Full Metal Jacket), in what is certainly one of his worst performances. He has a pseudo-southern accent that slips back and forth between the hard and soft pronunciation of r's. He hangs out with British tough buys like Vinnie Jones and...well, that's really about it.
A firefighter (Josh Duhamel) sees the murder and manages to escape the gunmen, enters witness protection, where he is quickly exposed and Big Boss Nazi D'Onofrio makes an attempt on his life by hiring a two-man hit team played by Julian McMahon and... some other guy who has thirty seconds of screen time. This raises several questions. Why would someone who clearly murders people in the middle of stores hire a professional hitman? How does a two-time criminal who feels compelled to murder a convenience store owner for the "location," even afford a professional hitman? For that matter, how does D'Onofrio's character have an "army" surrounding him at all times (the script says it's an army, but it usually consists of two or three stuntmen at a time)? The answer, of course, is because the script says so.
Plot lines are ignored and fall by the wayside. Characters are added and then discarded. There appears to be no real reason for Bruce Willis's character, although he provides some needed stabilization for an uneven script. Its clear that they added a scene here or there to give him more screen time. There are a few scenes that make it clear why Julian McMahon, Richard Schiff and Quentin "Rampage" Jackson, joined the cast. In one or two scenes each, they munch away at the scenery.
If you're bedridden and have exhausted your Netflix action options, well, you could do worse than watch Fire with Fire. Other than that, it might serve as passable ambiance while you and your friends talk over it. Just look up when something cool happens.