Cousins Subs Tweaks for Non-Traditional Locations
Wisconsin-based sub shop Cousins Subs is finding success in operating non-traditional locations, including 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.”