MENOMONEE FALLS, Wis. -- Gourmet sandwich shop concept Cousins Subs is marking its 40th anniversary this year with a renewed focus on its products, franchise growth and marketing investments.

"We are going 'all in' with our new product initiatives, growth plans and marketing investments for 2012," said second-generation President and COO Christine Specht. "Our focus is on our product, the quality of our franchises, and a calculated and steady growth effort to ensure we're successful for our owner/operators and our brand in the long term."

According to a company release, Cousins Subs is investing in a variety of in-store marketing assets, which include the installation of contemporary new menu boards and permanent table tents at each location. The company also will launch 10 new products in 2012. These new launches will include an enhanced cheese steak line with all the products featuring 50 percent more meat; a new traditional Philly Cheese Steak; gourmet salads; limited-time offerings; the return of the Seafood Sub; and a new offering called the Big Daddy.

The company also is introducing a new marketing campaign, "Better Bread. Better Subs. Better Day." This new messaging will be executed in advertising and public relations plans for both consumer and franchise sales campaigns in 2012.

Cousins Subs' larger objective is for these aggressive changes and increased marketing investments to position the concept to grow both same-store sales for existing franchisees and facilitate the launch of an aggressive franchise development plan to grow the company by 10 percent annually.

Cliff Jones, who recently committed to develop a total of 10 Cousins Subs stores in the Phoenix market over the next three years, said the company is focused on sustainable steady growth and the profitability of its franchise partners.

"Cousins Subs offers a franchise model and support system that focuses on individual operator's profitability and future growth opportunities," said Jones. "Their commitment to their franchise partners is reflected in these new initiatives and significant reinvestment in the Cousins system."