Cousins Submarines, Inc.
Cousins Submarines, Inc. (DBA Cousins Subs) is a privately held, Wisconsin-headquartered quick-service restaurant chain, founded in 1972, that operates company-owned and franchise US locations serving grilled and deli-fresh submarine sandwiches, catering meals, and a loyalty-integrated mobile ordering experience to individual consumers, catering customers, and local/regional diners.
- Company typePrivate
- Founded1972
- HeadquartersMenomonee Falls, United States
- Headcount251–500
- GTM typeB2C
- OfferingServices
What Cousins Submarines, Inc. does
Cousins Submarines, Inc., DBA Cousins Subs, is a privately held quick-service restaurant chain founded in 1972 and headquartered in Menomonee Falls, Wisconsin. The company operates a system of company-owned and franchise locations across the United States specializing in grilled and deli-fresh submarine sandwiches. The core menu is organized into categories — Featured & New, Protein Power Plays, Grilled to Order, Crispy Chicken, Classics, Deli Fresh, and Sub in a Bowl — supported by sides and soups, drinks and shakes (including gelato-based hand-spun shakes), and kids' meals. Signature regional items such as the Cubano and Wisconsin cheese curds anchor a "Local at Heart" brand positioning. The underlying technology stack is conventional QSR: a brand website with online ordering (order.cousinssubs.com), mobile applications for iOS and Android (under package id com.olo.cousins and id 887627046), gift card balance via Heartland, and a third-party mobile-ordering layer ("Skip The Line," a registered trademark of Mobo Systems, Inc.). No public APIs, SDKs, or AI/ML capabilities are disclosed.\n\nThe company monetizes through three revenue streams: per-transaction restaurant sales (made-to-order subs, sides, drinks, shakes consumed on-premise or via takeout), transaction-fee catering revenue for events and office lunches, and one-time franchise fees from new franchisees. Go-to-market is direct-to-consumer, primarily through physical restaurant locations complemented by digital ordering channels and a loyalty layer (Cousins Club Rewards, which awards points, birthday rewards, and exclusive offers). Marketing spans organic social media (Facebook, X, Instagram, TikTok), the mobile app, the loyalty program (which also functions as a referral/affiliate channel), and the brand website. Pricing is not publicly disclosed and is set at the point of sale.\n\nCousins serves three documented customer segments: individual consumers seeking quick, made-to-order meals (primary segment); catering customers sourcing food for office lunches, corporate events, and family gatherings; and local/regional customers, particularly in Wisconsin, drawn to regional comfort items like cheese curds. Leadership is family-anchored — Bill Specht as founder and Christine Specht as President & CEO, with Jason Westhoff as CFO — and the company operates independently with no disclosed parent, institutional, or private-equity investor. Geographic footprint is domestic (USA only).
Cousins Submarines, Inc. firmographics
Firmographics- Name
- Cousins Submarines, Inc.
- Legal name
- Cousins Submarines, Inc.
- Website
- https://cousinssubs.com
- Company type
- Private
- Founded year
- 1972
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Cousins Submarines, Inc. (DBA Cousins Subs) is a privately held, Wisconsin-headquartered quick-service restaurant chain, founded in 1972, that operates company-owned and franchise US locations serving grilled and deli-fresh submarine sandwiches, catering meals, and a loyalty-integrated mobile ordering experience to individual consumers, catering customers, and local/regional diners.
- Ownership category
- akta.pro rank
Cousins Submarines, Inc. industry classification
Industry- Product category
- Quick-Service Restaurant
- akta.pro primary industry
- Sandwiches & Subs QSR (THAFAAAD)
Keywords
Where Cousins Submarines, Inc. is headquartered
LocationHeadquarters
- HQ city
- Menomonee Falls
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Cousins Submarines, Inc. business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales
Revenue model
- Restaurant Sales: Per-transaction sales from made-to-order subs, sides, drinks, and shakes consumed on-premises or takeout.
- Catering Services: Catering orders for events, office lunches, and family gatherings sold as packaged meals.
- Franchise Fees: Revenue from franchise opportunities for new locations.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Cousins Submarines, Inc. product offering
Product offeringCore offering
Cousins Submarines, Inc. (DBA Cousins Subs) operates a quick-service submarine sandwich restaurant chain that sells grilled and deli-fresh submarine sandwiches, sides, beverages, and catering platters to consumers through dine-in, takeout, mobile app, and delivery channels. The business also generates revenue through franchise operations and a customer loyalty rewards program.
Product overview
Cousins Submarines, Inc. operates a restaurant chain specializing in submarine sandwiches, offering both grilled and deli-fresh subs since 1972. The product portfolio includes core menu items organized into categories: FEATURED & NEW items, PROTEIN POWER PLAYS, GRILLED TO ORDER, CRISPY CHICKEN, CLASSICS, DELI FRESH, and SUB IN A BOWL. Supporting offerings include SIDES & SOUPS, DRINKS & SHAKES, and KID'S MEALS. The company complements its food offerings with a Catering service, a Cousins Club Rewards loyalty program, and a mobile application for ordering. Signature items highlighted include the Cubano, Crispy Chicken items, Wisconsin Cheese Curds, and hand-spun milkshakes made with gelato.
Differentiator
Problem solved
Functional benefit
Brands
- Cousins Club Rewards: The company's loyalty rewards program offering free subs, sides and more to members.
Products and services
- Grilled and Deli-Fresh Subs
- Cousins Subs Catering
Companies that use Cousins Submarines, Inc.
Customer profileSegments3 records
Ideal customer profiles3 records
Cousins Submarines, Inc. technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Cousins Submarines, Inc. partnerships and signals
Strategic signalScale indicators1 record
Recent moves5 records
Expansion highlights4 records
Cousins Submarines, Inc. competitors and assessment
Company assessmentDirect peers
- Jersey Mike's Subs: One of the fastest-growing sandwich QSR chains in the US, founded in 1975, with a similarly fresh-ingredient and grilled-sub positioning. Closest direct competitor in menu, target customer, and franchise-driven growth model.
- Jimmy John's: National sandwich QSR chain focused on delivery and quick-service sub sandwiches. Directly comparable on product category, customer base, and QSR service model, with significantly larger scale and digital infrastructure.
- Subway: Largest submarine sandwich QSR chain globally by unit count. Directly competes on menu, customer, and franchise model; offers a useful comparison for Cousins on potential scale and digital maturity.
- Firehouse Subs: Sub sandwich QSR chain with a strong grilled-and-hot-sub menu and franchise expansion model, owned by Restaurant Brands International. Directly comparable on product, customer, and franchise-driven unit growth strategy.
- Potbelly Sandwich Shop: Public sandwich chain positioned between QSR and fast-casual, offering toasted subs and catering. Comparable on menu format, catering channel, and target lunchtime occasion.
- Culver's: Wisconsin-headquartered, family-owned QSR chain specializing in ButterBurgers and frozen custard. Comparable as a regional, family-led Midwest QSR brand with strong local identity and franchise growth.
- Capriotti's Sandwich Shop: Sub sandwich QSR franchise brand emphasizing premium ingredients and catering. Comparable on sandwich menu, franchise model, and catering channel, though smaller in scale.
- Penn Station East Coast Subs: Grilled sub QSR franchise chain with a regional concentration and catering offering. Comparable on grilled-sub positioning and franchise-driven model, though primarily East/Midwest rather than Wisconsin-centric.
- Which Wich: Sandwich QSR franchise chain with a customized-order model and strong digital/loyalty emphasis. Comparable on franchise growth, sandwich menu, and digital engagement strategy.
- Togo's: West Coast sub sandwich QSR franchise chain offering made-to-order sandwiches. Comparable on sandwich menu and franchise model, but a regional player with primarily Western US presence.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Cousins Submarines, Inc. social profiles
Digital presenceCousins Submarines, Inc. financial estimates
Financial estimateRevenue estimate
Valuation estimate
Cousins Submarines, Inc. leadership team
Management profileNumber of profiles
Profiles2 records
Cousins Submarines, Inc. funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Cousins Submarines, Inc. M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Cousins Submarines, Inc.
What does Cousins Submarines, Inc. do?
Cousins Submarines, Inc. (DBA Cousins Subs) operates a quick-service submarine sandwich restaurant chain that sells grilled and deli-fresh submarine sandwiches, sides, beverages, and catering platters to consumers through dine-in, takeout, mobile app, and delivery channels. The business also generates revenue through franchise operations and a customer loyalty rewards program.
Is Cousins Submarines, Inc. a public or private company?
Cousins Submarines, Inc. is a private company. It is classified as family owned and is currently operating.
When was Cousins Submarines, Inc. founded?
Cousins Submarines, Inc. was founded in 1972. It employs 251 to 500 people.
Where is Cousins Submarines, Inc. based?
Cousins Submarines, Inc. is headquartered in Menomonee Falls, United States, in the North America region.
How does Cousins Submarines, Inc. make money?
Three revenue lines are on record. Restaurant Sales are the primary driver. The others are catering Services and franchise Fees.
Who are Cousins Submarines, Inc.'s main competitors?
Direct peers on record are Jersey Mike's Subs, Jimmy John's, Subway, Firehouse Subs, Potbelly Sandwich Shop, Culver's, Capriotti's Sandwich Shop, Penn Station East Coast Subs, Which Wich and Togo's.
Does Cousins Submarines, Inc. have an API?
No public API is recorded for Cousins Submarines, Inc..
What industry is Cousins Submarines, Inc. in?
Cousins Submarines, Inc.'s product category is Quick-Service Restaurant. Its primary akta.pro industry code is THAFAAAD, Sandwiches & Subs QSR.