Cousins Submarines, Inc.

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).

Name

Cousins Submarines, Inc.

Legal name

Cousins Submarines, Inc.

Website

https://cousinssubs.com

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

501–1,000 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

Product category

Quick-Service Restaurant

akta.pro primary industry

Sandwiches & Subs QSR (THAFAAAD)

Keywords

• Submarine sandwiches
• Quick-service restaurant
• Restaurant catering services
• Sub shop franchise
• Customer loyalty rewards

Headquarters

HQ city

Menomonee Falls

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Restaurant Sales: Per-transaction sales from made-to-order subs, sides, drinks, and shakes consumed on-premises or takeout.
2. Catering Services: Catering orders for events, office lunches, and family gatherings sold as packaged meals.
3. Franchise Fees: Revenue from franchise opportunities for new locations.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core 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

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct 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

• Xx.com/cousinssubs
• Facebookfacebook.com/cousinssubs
• Instagraminstagram.com/cousinssubs
• TikToktiktok.com/@cousinssubs72

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cousins Submarines, Inc.