CosMc's Now Open!

McDonald’s Launches CosMc’s

McDonald’s is set to launch the first CosMc’s location in Bolingbrook, Illinois, unveiling its new spinoff brand that aims to revolutionize the fast-food experience. The fast-food giant plans to test 10 CosMc’s locations, with nine slated for Texas, by the end of 2024. The decision to expand the small-format chain will be based on a year of data analysis following this initial trial period. 

The brand name, CosMc’s, pays homage to CosMc, a McDonaldland mascot from the late 1980s and early 1990s – an outer-space alien with a love for McDonald’s food. McDonald’s strategic move towards emphasizing mascots in marketing, evident in the success of the Grimace Birthday Meal earlier this year, influenced the decision to launch CosMc’s. 

The first CosMc’s location has just opened its doors and for a limited test phase, and it's creating quite a buzz. Picture this: a menu filled with otherworldly beverage creations like Sour Cherry Energy Slush, Tropical Spiceade, and S’mores Cold Brew. And the best part? You can customize your drink with popping boba, flavored syrups, and even energy or Vitamin C shots. 

Picture from CosMc's

But that's not all! CosMc’s isn't just about drinks; it also offers a selection of mouthwatering food options. From the Spicy Queso Sandwich to Savory Hash Brown Bites and delightful desserts like the Blueberry Lemon Cookie Sundae, there's something to satisfy every craving. And yes, you'll find a few of your favorite McDonald’s classics on the menu too!  

Picture from CosMc's

What makes CosMc’s even more exciting is its seamless digital and Drive Thru experience. Escape the daily grind by using dynamic menu boards and cashless payment devices for a stress-free ordering process. Your cosmic delights will be ready for pickup at the Drive Thru window, ensuring a smooth journey to your happy place. 

McDonald’s CEO, Chris Kempczinski, highlighted the $100 billion category of customizable drinks and afternoon coffee as a high-growth segment with superior margins. CosMc’s will occupy a smaller real-estate footprint than traditional McDonald’s locations, testing various layouts, including multiple drive-thru lanes.  

During the investor day presentation, executives shared long-term targets for restaurant development, plans to recruit 100 million new loyalty program members, and a strategic partnership with Google. Despite the excitement surrounding CosMc’s, Kempczinski urged caution, emphasizing that the current focus is on 10 stores as a test. However, if successful, the brand could potentially expand globally. 

McDonald’s historical attempts to diversify beyond its core business have had mixed results. While unveiling the brand, Kempczinski underscored the importance of creating ideas with global potential, indicating that the development of CosMc’s aligns with the company's broader strategy for sustained success.