The history of Cousins Subs in Milwaukee

Erik S. Hanley, Milwaukee Journal Sentinel
Updated ·1 min read

A Milwaukee sub sandwich staple, Cousins Subs began in 1972 when cousins Bill Specht and Jim Sheppard opened their first shop at 60th Street and Silver Spring Drive to “bring their favorite style of sub sandwich from the East Coast to their new hometown of Milwaukee,” the company’s official story reads.

Cousins offers classics like the Italian Special, Pepperoni Melt and Tuna, plus specialties like Wisconsin Cheese Steak. And in Milwaukee, Cousins stands apart from national sandwich chains — not only for its local roots but its very-us offerings like Wisconsin mac and cheese, shakes and fried cheese curds.

22. Cousins Subs began in 1972 when cousins Bill Specht and Jim Sheppard opened their first shop. In Milwaukee, Cousins stands apart from national sandwich chains for its very-us offerings like Wisconsin mac and cheese, shakes and fried cheese curds.
22. Cousins Subs began in 1972 when cousins Bill Specht and Jim Sheppard opened their first shop. In Milwaukee, Cousins stands apart from national sandwich chains for its very-us offerings like Wisconsin mac and cheese, shakes and fried cheese curds.

The Cousins sandwich — carrying the slogan “Better bread. Better subs” — is so popular the company had to cancel a free sub promotion in early 2024 when restaurants couldn’t keep up with the overwhelming response.

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This article originally appeared on Milwaukee Journal Sentinel: The history of Cousins Subs in Milwaukee