 Cousins Subs was founded in Milwaukee, Wisconsin in 1972 by cousins Bill Specht and James Sheppard, who could not find a suitable sub sandwich option in Milwaukee like they had when they lived in New Jersey.Specht and Sheppard opened their first restaurant in Milwaukee, which was located at 60th Street and Silver Spring Drive.After opening the shop, they partnered with a local baker to make their own bread, highlighted in the slogan "Better Bread, Better Subs".