1972
100
$464,700
$25,000
$1,164,000
No
Cousins Subs is a family-owned, fast-casual sub sandwich chain that has been serving high-quality, made-to-order subs since 1972. Founded by cousins Bill Specht and Jim Sheppard in Milwaukee, Wisconsin, the brand has grown to nearly 100 locations across Wisconsin and Indiana. With a commitment to "Better Bread, Better Subs," Cousins Subs offers a unique opportunity for entrepreneurs seeking to invest in a reputable and community-focused franchise.
Established Brand Legacy: With over five decades in the industry, Cousins Subs has built a strong reputation for quality and customer satisfaction.
Community Engagement: The "Make It Better Foundation" reflects the brand's commitment to community welfare, focusing on health, wellness, hunger, and youth education.
Proven Business Model: The franchise offers a comprehensive support system, including training, marketing, and operational assistance, ensuring franchisees are well-equipped for success.
Established Year: 1972
Founders: Bill Specht and Jim Sheppard
Headquarters: Menomonee Falls, Wisconsin, USA
Ownership: Privately held, family-owned business
Industry Category: Fast-Casual Dining – Sub Sandwiches
Franchise Units: Nearly 100 locations, primarily across Wisconsin and Indiana
Company History & Brand Journey:
Cousins Subs was founded in 1972 by cousins Bill Specht and Jim Sheppard in Milwaukee, Wisconsin. From its inception, the brand focused on providing fresh, high-quality sub sandwiches made to order. Over the decades, the company has grown steadily, combining a commitment to great food with strong community engagement. Its slogan, “Better Bread, Better Subs,” reflects the brand’s focus on quality ingredients, fresh-baked bread, and exceptional customer service.
Market Presence in the USA:
While its franchise footprint is concentrated in the Midwest, particularly Wisconsin and Indiana, Cousins Subs has built a reputation as a trusted, community-oriented brand. The company emphasizes customer loyalty, franchisee support, and consistent product quality, making it attractive for entrepreneurs seeking a recognizable and respected sub sandwich brand in the fast-casual dining segment.
Community and Corporate Initiatives:
Cousins Subs also invests in community engagement programs through its “Make It Better Foundation”, supporting local initiatives related to health, youth education, and hunger relief. This positions the brand not just as a food service provider, but as a socially responsible franchise opportunity.
Key Differentiators:
Family-owned and operated, maintaining a personal touch in operations.
Emphasis on high-quality, freshly baked bread and made-to-order sandwiches.
A proven and scalable business model for franchisees.
Strong regional brand recognition in the Midwest.
Cousins Subs offers a comprehensive and structured support system to ensure the success of its franchisees. From the initial launch to ongoing operations, the company provides extensive guidance in all aspects of running a successful sub sandwich business.
Before opening a franchise location, Cousins Subs provides an intensive training program for new franchisees and key staff members, covering:
Operations Training: Standard operating procedures for food preparation, inventory management, and quality control.
Customer Service: Techniques for creating a friendly, efficient, and welcoming environment for guests.
Bread & Sandwich Preparation: Hands-on training on baking fresh bread daily and assembling signature subs to ensure consistency and quality.
Financial Management: Instruction on budgeting, cost control, cash flow management, and profitability analysis.
Local Store Marketing: Guidance on pre-opening marketing campaigns, grand opening strategies, and local community engagement.
Cousins Subs provides hands-on support during the store opening phase, including:
Assistance with site selection and store layout design to optimize operations and customer flow.
On-site guidance from experienced field support managers during the first few weeks of operation.
Support in staff recruitment, training, and scheduling to ensure the team is prepared for day-to-day operations.
Franchisees receive continuous assistance to maintain and grow their business:
Regular field visits and operational reviews to monitor performance and implement improvements.
Access to proprietary systems and tools for inventory, point-of-sale, and reporting.
Operational manuals and guidelines to maintain brand consistency and quality standards.
Cousins Subs helps franchisees build brand awareness and drive sales through:
National and regional advertising campaigns to strengthen the brand presence.
Guidance on social media, email marketing, and local promotions.
Assistance with community events and sponsorship opportunities, leveraging the brand’s reputation for social responsibility.
Franchisees are encouraged to participate in ongoing education programs, including:
Updates on new product launches, menu innovations, and operational enhancements.
Workshops, webinars, and annual meetings to share best practices and industry trends.
Access to a franchisee network for mentorship and peer learning.
Cousins Subs helps franchisees engage with their communities through the “Make It Better Foundation”, offering guidance on organizing events, supporting local initiatives, and promoting the franchise’s social impact programs.
Cousins Subs seeks franchisees who are passionate, dedicated, and financially capable to successfully operate a fast-casual sub sandwich franchise. The ideal investor combines business acumen with a strong commitment to customer service and community engagement.
Franchisees should possess a strong entrepreneurial mindset with the ability to make decisions and lead a team effectively.
A hands-on approach is ideal, especially in the initial stages, to ensure operations run smoothly and brand standards are maintained.
Willingness to adhere to the proven franchise system while embracing innovation and growth opportunities.
Prior experience in retail, food service, hospitality, or management is highly preferred.
Understanding of financial management, staffing, and customer service principles can significantly enhance operational efficiency.
Business owners or investors with multi-unit experience are well-positioned for growth within the franchise.
Minimum net worth of $1,000,000 and at least $250,000 in liquid capital to invest in the franchise.
Ability to manage working capital, marketing budgets, and operational expenses while navigating the initial ramp-up period.
Committed to long-term growth and reinvestment in the business to maximize profitability.
Ideal franchisees share Cousins Subs’ philosophy of being community-oriented, participating in local events, sponsorships, and initiatives like the “Make It Better Foundation.”
Strong interpersonal skills to foster loyalty and repeat business through excellent customer service.
Franchisees should have an understanding of local market dynamics, including foot traffic, demographics, and competitive landscape.
Willingness to operate in regions with growth potential, especially in Midwest states where the brand is most recognized, but also open to expansion in other strategic locations.
Ability to implement standard operating procedures consistently, including food preparation, inventory control, and staff management.
Enthusiasm for ongoing training and adoption of new technologies or marketing strategies to improve operational efficiency.
Summary:
The ideal Cousins Subs franchisee is a financially stable, hands-on entrepreneur with a passion for food, community, and business growth. They value quality, customer satisfaction, and brand integrity, and are committed to leveraging Cousins Subs’ proven systems and support to build a successful and sustainable business.
| Category | Estimated Range / Amount | Notes |
|---|---|---|
| Initial Franchise Fee | $25,000 (first location), $17,500 (additional) | One-time fee for the right to operate the franchise |
| Total Investment Required | $464,700 – $1,164,000 | Includes franchise fee, equipment, leasehold improvements, marketing, etc. |
| Minimum Liquid Capital Required | $250,000 | To cover initial costs and working capital |
| Net Worth Requirement | $1,000,000 | Minimum total personal assets required |
| Leasehold Improvements | $205,000 – $600,000 | Renovation, store layout, and design |
| Equipment & Small Wares | $135,000 – $190,000 | Kitchen equipment, utensils, and operational tools |
| Seating / Millwork Package | $30,000 – $75,000 | Tables, chairs, counters, and built-in fixtures |
| Initial Inventory & Supplies | $6,000 – $18,000 | Food, packaging, and consumables |
| Point of Sale / Technology | $10,000 – $30,000 | POS system, software, and tech infrastructure |
| Architectural & Design Fees | $9,000 – $52,000 | Professional design and planning fees |
| Rent (Initial / Monthly) | $3,000 – $15,000 | Depends on location |
| Lease / Utility Deposits | $0 – $15,000 | Security deposits for lease and utilities |
| Insurance | $700 – $1,500 | Property and liability coverage |
| Training Costs | $2,500 – $15,000 | Pre-launch and ongoing training |
| Store Marketing / Opening | $10,000 | Local launch and initial promotion |
| Royalty Fee | 6% of gross sales | Paid monthly |
| Expected ROI | Varies | Depends on location, sales volume, and operational efficiency |
| Break-even Time | 12 – 36 months | Typically achieved within 1–3 years depending on market conditions |
| Potential Revenue Streams | Sub Sandwich Sales, Catering, Online Orders, Merchandise | Multiple avenues for income and growth |
