McDonald’s Revamps CosMc’s Concept, Closes Three Locations
In a bid to perfect its drinks-focused spinoff brand, CosMc’s, McDonald’s is shutting down three of its larger format locations and opening two new smaller prototype stores in Texas. This strategic move comes after the fast-food giant tested the concept for over a year, gathering valuable insights into what works and what doesn’t.
Smaller Stores Prove More Effective
According to McDonald’s, the smaller CosMc’s locations have been more successful in testing the concept, prompting the company to focus on this format moving forward. While the exact locations of the closures and new openings remain undisclosed, CosMc’s website hints at a new store opening soon in Allen, Texas.
Early Learnings from the Pilot
As McDonald’s continues to refine its CosMc’s concept, the company shared some interesting findings from the pilot. Savory hash browns have emerged as the top-selling food item, available at any time of day, followed closely by McPops, the chain’s mini filled doughnuts. When it comes to drinks, customers are flocking to the Island Pick Me Up Punch, Churro Cold Brew Frappe, and the Sour Energy Burst.
A Focus on Customization and Trends
CosMc’s was created to tap into the growing demand for afternoon beverage pick-me-ups, offering a range of customizable cold drinks and snacks that cater to younger consumers. The menu features a mix of McDonald’s classics and new items inspired by popular trends, such as iced turmeric spiced lattes, tropical spiceade, and pretzel bites.
The Future of CosMc’s
While the exact scope of McDonald’s plans for CosMc’s remains unclear, the company has committed to continuing the pilot for the foreseeable future. With over 13,500 U.S. restaurants, CosMc’s still represents a small but significant part of McDonald’s overall footprint. As the company learns more about its CosMc’s customers, it’s likely that we’ll see further expansion and refinement of the concept.
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