New success in sight for McDonald's? A global fast-food giant, the octogenarian brand continues to innovate in its home country, the United States. As spotted by BFMBusiness, the company has just launched a new restaurant concept in the suburbs of Chicago, dubbed "CosMc's". The project, which was unveiled by McDonald's management last July, is now coming to fruition. Several restaurants are expected to open in 2024 in the United States, according to USA Today.
The project is already arousing the curiosity of the brand's fans. On X (ex-Twitter), an American investor posted several photos of the "CosMc's" restaurant under construction in Bolingbrook (Illinois). While it features the famous "M" logo, it stands out from classic restaurants with its blue façade, a far cry from the chain's iconic red or green colors. On the menu side, the netizen noted that the restaurant will offer "a lot of new dishes and drinks," as well as a breakfast menu served all day.
No openings planned in France at this stage
We're going to test this concept in a handful of locations in the U.S. in early 2024," McDonald's CEO Christopher Kempczinski said a few months ago. While no one can yet predict the success of this new restaurant, it should at least catch the eye of those over forty. "CosMc" is indeed a former McDonald's mascot. This six-armed alien had appeared in several commercials broadcast by the brand between 1986 and 1992.
McDonald's is therefore counting on the "Proust's madeleine" effect to attract long-standing customers to its new restaurant. This is not the first time that the brand has played the nostalgia card to establish its popularity: last year, in the United States, McDonald's made a splash by offering its "Happy Meals" formula to adults. The fast-food giant also hit the nail on the head by reintroducing one of its oldest recipes, the Hamburglar, on the menu.
One question remains: will this new concept see the light of day in France? Solicited by Le Figaro, the management of McDonald's France kicks in touch. "There is no official position. We are always on the lookout for what is being done elsewhere and we are exploring all avenues," the group's management said. French customers will therefore have to be patient...