A sign hangs outside CosMc’s restaurant, a concept recently launched by McDonald’s in Bolingbrook, Illinois, on December 11, 2023.
Scott Olson | getty images
McDonald’s will close three of its beverage-focused locations Spinoff brand, CosMc’s,
To test the concept, the fast-food giant opened its Location of the first CosMc in Bolingbrook, a suburb of Chicago, more than a year ago, followed by six more in Texas. In addition to building smaller prototype locations, McDonald’s has converted large name restaurants into CosMc’s.
The company said Thursday that smaller stores work better for testing. As a result, McDonald’s will close three of its large-format CosMc locations and open two more smaller Texas restaurants. The company did not disclose opening or closing locations, although CosMc’s website says a store is coming soon to Allen, Texas.
McDonald’s also shared other early learnings from the pilot on Thursday. Savory hash browns are the best-selling food — any time of the day — followed by McPops, the chain’s mini filled donuts. Best-selling drinks include the Island Pick-Me-Up Punch, Churro Cold Brew Frappe, and Sour Energy Burst.
According to the company, testing of CosMc will continue for the “foreseeable future.”
McDonald’s has created CosMc’s as its entry point into the growing “afternoon drink pick-me-up opportunity”.
While CosMc’s menu includes some McDonald’s classics, it also offers several new items to match other beverage and snacking trends, such as its Iced Turmeric Spiced Latte, Tropical Spiced, and Pretzel Bites. starbucks, dutch brothers And bubble tea chain Kung Fu Tea has found success among young consumers by offering customizable cold drinks.
The name of the new brand comes from the McDonaldland mascot CosMc, which appeared in commercials in the late 1980s and early 1990s. CosMc is an alien from outer space who craves McDonald’s food.
Although it’s unclear how much McDonald’s plans to grow CosMc, it’s still a small part of the burger giant’s overall US footprint. The company has more than 13,500 US restaurants. Still, McDonald’s is hoping to learn more about its CosMc customers. Last year, it launched an exclusive loyalty program for CosMc.
