James F. Sheppard, 64, one of the cousins and co-founders of Cousins Submarines Inc. [sandwich shop]
Hoodude
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Sheppard co-founded Cousins Subs shops
By AMY RABIDEAU SILVERS
Posted: Aug. 2, 2007
http://www.jsonline.com/story/index.aspx?id=641993
http://graphics.jsonline.com/graphics/news/img/aug07/sheppard080307.jpg
Cousins Subs co-founders Jim Sheppard (left) and William Specht visit
one of the shops in 1989.
Back in 1972, two cousins decided to bring the idea for a new kind of
sandwich shop to hungry consumers in the West.
West was Milwaukee. They called their business Cousins Subs - basing
their sandwiches on East Coast classics such as the hoagie, grinder,
hero and sub - and set up their first store in a former pizza and ice
cream restaurant on N. 60th St. near W. Silver Spring Drive.
James F. Sheppard, one of the cousins and co-founders of Cousins
Submarines Inc., died July 2 of complications related to bypass
surgery. He was 64. He lived in Erin and also had a home in Ocean
City, N.J.
William F. Specht was the first to live in Milwaukee.
"I was in the printing industry," said Specht, who settled in
Milwaukee in the late 1960s after a stint in the service. "There were
no really good Eastern-style sub shops. I was watching Suburpia grow
at two or three locations and thought we could do better."
He proposed a 50-50 partnership with Sheppard, bringing him to
Milwaukee to check out the area.
"We were sitting around the table, trying to think up a name," he
said. "My wife, Sandy, said, 'Why not call it Cousins?' "
The name stuck, and a partnership was born.
"Jim was always a daring person himself," Specht said. "He didn't even
hesitate to pack everything and move his family west."
Sheppard then lived in Atlantic City, N.J., where he worked with the
transit authority. He earlier served with the U.S. Navy for a few
years in the mid-1960s aboard the aircraft carrier USS Enterprise.
"We both married early and already had children, so it was a
challenge," said Specht, president of the company based in Menomonee
Falls. "We put in what we had. We had to make it work."
Sheppard became vice president, most involved in operations.
Their first-day sales totaled $49.35.
"In the beginning, we had many a customer from the East Coast," Specht
said. "They became regular customers and spread the word."
Other locations followed.
"We were able to grow the company in the beginning by taking over
already built restaurants," Specht said. "It kept the costs down when
we wanted to expand."
In 1985, the company began offering franchises and, in more recent
years, selling many of its 40 corporate stores. Cousins Subs now has
158 stores in 12 states, mainly in the Midwest and Western states.
That total now includes 15 corporate stores.
Also in the 1980s, Cousins landed Vincent Price, the elegant horror
film actor who was known as something of a gourmet.
"People thought we were a nationwide chain," Specht said with a laugh.
"Jim enjoyed working with him."
Sheppard also learned to fly, keeping a private plane at the Hartford
airport.
"He liked to fly back to Ocean City, N.J.," his cousin said.
Sheppard's wife, Mary, died several years after the move to Milwaukee.
A daughter, Tammy, and son, Alan, also died earlier.
Survivors include brothers Timothy H. and Francis John, other cousins,
nieces and nephews.
A private service was planned.
--
A recent study found the average American walks about 900 miles per year.
Another study found Americans drink, on average, 22 gallons of beer a
year.
That means, on average, Americans get about 41 miles to the gallon.
Kind Of Makes You Proud To Be American.