The history of Cousins Subs in Milwaukee

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.

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.