Cousins Subs announced this week that it will implement
a large-scale rebranding initiative.
— After an economic downturn that resulted in Cousins Subs closing
41 of its locations, the chain restaurant announced this week that
it will implement a large-scale rebranding initiative.
The look will be
more streamlined, and according to the announcement, will be
accomplished through a new in-store and exterior design concept, the
remodeling of all existing locations and rebranding of key brand
“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 of 44-year-old Cousins Subs, in a
statement. “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.”
According to the
announcement, from 2008 to 2012, Menomonee Fallsbased Cousins Subs
closed 41 units and reinvested in the acquisition of seven locations
period, Cousins evaluated all upcoming franchise agreements and
corporate locations, closed underperforming and noncompliant stores,
determined what units would be viable sites for the next 10 years
and worked with its franchise partners to secure their commitment to
reinvest in both the remodel of their locations and other strategic
initiatives, according to the announcement.
reported that from 2011 through the end of 2015, same store sales
for units open during this period are up 16 percent and average
check has increased 21 percent. Average Unit Volumes increased by 33
percent from 2011 to 2015 and by end of 2015, AUVs for traditional
stores reached $600,000.
As part of its
rebranding, Cousins will update its logo, packaging and uniforms to
better illustrate what the brand stands for, according to the
The new logo
package consists of a series of marks, which allow more flexibility
and feature the return of the brand’s original iconic logo of the
two Cousins (Specht and Sheppard). Packaging concepts, which are
still in development, will offer a minimalist and crisp design
allowing for versatility in logo use and uniforms will take a more
casual approach featuring an industrial, old school sub shop look.
are all part of our larger growth initiative,” said Justin McCoy,
vice president of marketing at Cousins Subs, in a statement. “Each
detail is a piece of the puzzle that leads to the larger picture of
who Cousins Subs is and where we’re heading.”
In addition, all
existing restaurants will be remodeled to unify the brand in look
and feel. According to the company, Cousins has created a modern,
inviting environment that reflects the heritage of the Milwaukee
Subs locations will also test the Project Henry make line, which
allows customers to interact with staff and customize their subs.
According to the
announcement, during the next year, Cousins will look to open
corporate locations in the Chicagoland area, with opportunities for
multi-unit franchisees to join in these areas.