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Cousins Subs Tweaks for Non-Traditional Locations


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Wisconsin-based sub shop Cousins Subs has made it its mission to push for non-traditional locations in the last quarter of the year before 2020. The sub shop began that effort by opening its first-ever airport location at the Milwaukee Mitchell International Airport. 

“We were very fortunate to come across an experienced partner in HMSHost who has helped us expand our brand and open the location in the airport,” said Cousins Subs’ Vice President of Development Joe Ferguson. “They obviously have a ton of experience in the airport restaurant business and have worked with over 300 different brands.”

HMSHost is one of the largest fast food and beverage providers that specialize in partnering with companies and bringing their brands to traveler locales all over the world. With 41,000-plus employees across the globe, the company generates more than $3.5 billion annually. It has stores in more than 120 airport locations worldwide and more than 80 travel stops across North America. 

“We’ve had really good results so far in the non-traditional markets. HMSHost helped us develop some really innovative ideas such as our breakfast menu in the airport location,” said Ferguson. “We also have another location located in Camp Randall Stadium, which is considered non-traditional, and it has served as a great networking source for us. When opposing teams or opposing fans come to visit and they see people with Cousins Subs in their hands they’d be more open to going and trying it themselves.”

Ferguson said they did some tweaks to the operations to make it fit into both non-traditional outlets. Notably, the airport serves a new breakfast menu for the brand, something designed just for such non-traditional spaces. 

“In a place like an airport a breakfast menu is almost necessary because there are people there at all times of the day and you need to have a menu that reflects that and meets those people’s needs,” said Ferguson. “There has to be that foot traffic at those times otherwise a breakfast menu wouldn’t work.”

More non-traditional markets are planned for Cousins Subs as they continue to expand via multi-unit growth with the help of HMSHost and other non-traditional operators. 

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Tom KaiserTom Kaiser is senior editor of Franchise Times. He can be reached at 612.767.3209, or send story ideas to tkaiser@franchisetimes.com.
 
Beth EwenBeth Ewen is senior editor of Franchise Times. She can be reached at 612.767.3212, or send story ideas to bewen@franchisetimes.com.
 
Nicholas UptonNicholas Upton is restaurants editor at Franchise Times. He can be reached at 612.767.3226, or send story ideas to nupton@franchisetimes.com.
 
Laura MichaelsLaura Michaels is editor of Franchise Times. She can be reached at 612.767.3210, or send story ideas to lmichaels@franchisetimes.com.
 
Mary Jo LarsonMary Jo Larson is the publisher of Franchise Times Magazine and the Restaurant Finance Monitor.  You can find her on Twitter at
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