Introduction to CosMc’s
McDonald’s said Friday that it’s closing down CosMc’s, a new restaurant format it began piloting in the U.S. last year.
The Concept Behind CosMc’s
The company announced in late 2023 that it wanted to test a small-format store with customizable drinks and treats that would appeal to afternoon snackers – and potentially grab sales from rivals like Starbucks and Dutch Bros. McDonald’s sales often slump in the afternoon between mealtimes and the company wants to change that.
The Goal of CosMc’s
“This is a $100 billion category that’s growing faster than the rest of (casual dining) and with superior margins. And it’s a space that we believe we have the right to win,” McDonald’s Chairman and CEO Chris Kempczinski said at the time.
The Closure of CosMc’s
But Kempczinski said CosMc’s drinks might be too complex to fit in with regular McDonald’s store operations. McDonald’s wound up opening one CosMc’s location near its headquarters in Chicago and seven in Texas. Five locations remain, but the company plans to shut them all down by the end of June. The company is also shutting down CosMc’s app.
The Legacy of CosMc’s
McDonald’s said CosMc’s allowed it to experiment with bold flavors and different technologies, like drive-thru lanes that manage traffic based on the complexity of orders. It was also able to quickly edit the menu based on customer feedback.
What’s Next for CosMc’s Drinks
But the company said beverages inspired by CosMc’s will soon be tested at U.S. McDonald’s locations. Among the drinks on CosMc’s current menu: a matcha iced latte, a turmeric spiced latte, a prickly pear-flavored slushy with popping candy on top and a frozen sour cherry energy drink.
Conclusion
The closure of CosMc’s marks the end of an experiment for McDonald’s, but the company is taking the lessons learned and applying them to its main business. The introduction of CosMc’s-inspired drinks at regular McDonald’s locations is a sign that the company is committed to innovating and staying competitive in the market.
FAQs
Q: What is CosMc’s?
A: CosMc’s was a new restaurant format piloted by McDonald’s in the U.S. last year, featuring customizable drinks and treats.
Q: Why is McDonald’s closing down CosMc’s?
A: McDonald’s is closing down CosMc’s because the drinks may be too complex to fit in with regular McDonald’s store operations.
Q: What will happen to the CosMc’s locations?
A: The remaining five CosMc’s locations will be shut down by the end of June, and the CosMc’s app will also be discontinued.
Q: Will CosMc’s drinks still be available?
A: Yes, beverages inspired by CosMc’s will soon be tested at U.S. McDonald’s locations.
Q: What drinks were on the CosMc’s menu?
A: The CosMc’s menu included a matcha iced latte, a turmeric spiced latte, a prickly pear-flavored slushy with popping candy on top, and a frozen sour cherry energy drink.
