After 44 years in the sub shop industry, Cousins Subs is rolling out a streamlined look and feel across all locations as it seeks to expand its footprint throughout the Midwest. This will be accomplished through a new in-store and exterior design concept, the remodeling of all existing locations and rebranding.

"Cousins has not shied away from taking the necessary steps to get to a position where the brand can implement change and growth," said Christine Specht, president and CEO at Cousins Subs. "After years of careful planning, we feel that the time is now to embark on the next journey of Cousins Subs. We’ve evaluated our strengths and weaknesses and have made adjustments to not only remain relevant in a sea of competition, but to further communicate to guests our vision and values."

Over the last few years, Cousins’ leadership team has taken a new approach to its growth plan. From 2008 to 2012, Cousins along with many others in the industry, felt the impact of economic decline. As a result, Cousins evaluated all upcoming franchise agreements and corporate locations and closed underperforming and noncompliant stores.

Throughout this process, Cousins reduced the number of stores by 41 units and reinvested in the acquisition of seven locations corporately.

In addition, as a Wisconsin-based brand, Cousins secured sponsorship deals with University of Wisconsin athletics, the Milwaukee Bucks and Wisconsin Timber Rattlers and plan to offer Wisconsin-based products including Sprecher Root Beer, Wisconsin cheese curds made with all Wisconsin-based cheeses.

The sub shop has also supported area nonprofits such as the Vince Lombardi Cancer Foundation and Hunger Task Force through bold cause marketing campaigns. By taking these steps and establishing stability in its home state, Cousins has laid the foundation for its next phase of rebranding and growth.