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Cousins Submarines, Inc.
Trade name	Cousins Subs
Company type	Private
Industry	Sandwich shop
Genre	Fast casual
Founded	1972; 53 years ago in Milwaukee, Wisconsin
Founders	Bill Specht; James Sheppard
Headquarters	Menomonee Falls, Wisconsin
Number of locations	100+ as of October 2019
Area served	Wisconsin; Indiana;
Key people	Christine Specht-Palmert ; CEO ; Jason Westhoff ; President
Products	Sandwiches; Salads; Other food products
Website	cousinssubs.com

Cousins Submarines, better known as Cousins Subs, is an American sub sandwich shop with nearly 100 locations as of December 2024.^[2] It was founded in 1972 by cousins Bill Specht and Jim Sheppard and is a regional chain with restaurants in Wisconsin and Indiana.^[3]

History

Cousins Subs was founded in Milwaukee, Wisconsin in 1972 by cousins Bill Specht and James Sheppard, who could not find a suitable sub sandwich option in Milwaukee like they had when they lived in New Jersey.^[4]

The first Cousins Subs location in Milwaukee, Wisconsin - 60th & Silver Spring Drive.

Specht and Sheppard opened their first restaurant in Milwaukee, which was located at 60th Street and Silver Spring Drive.^[5] After opening the shop, they partnered with a local baker to make their own bread,^[6] highlighted in the slogan "Better Bread, Better Subs". A large segment of customers during Cousins' early years were former East Coast residents.^[7]

In 2009, Cousins Subs announced it would put an increased focus on the local side of the business.^[8] During the Great Recession, Cousins Subs closed over 40 locations to better focus on quality.^[9]

In 2013, Cousins Subs established The Make It Better Foundation,^[10] which focuses in improving the welfare and quality of life in the communities, particularly in health and wellness, hunger, and youth education.^[11]

Christine Specht-Palmert, daughter of co-founder Bill Specht, took over as CEO in 2015 when her father retired.^[12]

Cousins Subs announced another rebranding in 2016, which included expanding its footprint throughout the Midwest;^[13] remodeling all locations to its Milwaukee Sub Shop to unify the brand;^[14] in look and feel, updating its exterior design,^[15] logo, packaging and uniform designs;^[16] and digitally enhancing the in-store experience for its guests.^[17] Along with the remodel, Cousins Subs struck sponsorship agreements with the Milwaukee Bucks, Wisconsin Timber Rattlers, Green Bay Packers and Wisconsin Badgers.^[18]

As of October 2019, there were approximately 100+ Cousins Subs locations throughout Wisconsin, Illinois, and Indiana. Cousins Subs continues to develop new locations throughout the Midwest with franchise partners focused on multi-unit development.^[19]

In August 2018, Cousins announced their expansion into the Chicago market with 40 new locations opening by 2025.^[20] As of July 2021, there were six locations in the Chicago area.^[21] All locations in the Chicago area have since closed.

Also in 2018, Cousins announced it would re-enter the Twin Cities market of Minnesota, after shuttering stores in 2015.^[22] The initial plan is to open about six stores per year, but as of August 2021, none have come to fruition.^[23]