As of: March 7, 2024, 8:17 a.m
By: Lennart Schwenck
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McDonald's opens a new restaurant brand.
Their concept is similar to Starbucks.
The first branch has already opened.
Bolingbrook - Near Chicago, what McDonald's had already announced last summer with a concept has become reality: CosMc's.
With the new restaurant brand, McDonald's appears to be taking a cue from Starbucks and targeting a younger customer base.
“CosMc's is a small-format concept with all of McDonald's DNA but a personality all its own,” said McDonald's CEO Chris Kempczinski during a conference call in late July 2023.
McDonald's plans to test the concept at a handful of locations, according to a McDonald's press release.
The branch in Bolingbrook, Illinois, is the first and so far only one.
By the first half of next year, McDonald's plans to open nine more locations - all in Texas, the Dallas-Fort Worth metropolitan area and San Antonio.
CosMc's is to become McDonald's flagship against Starbucks - if it survives the test phase © McDonald's
The brand is named after a little-known McDonald's character.
An alien of a different kind. McDonald's has previously experimented with smaller restaurant concepts such as McDonald's Express.
However, it is unclear whether CosMc's will follow in those footsteps.
The story of CosMc, the alien
CosMc, an alien creature, regularly visited McDonaldland to steal food more than 30 years ago.
During a mission in the late '80s, CosMc obtained all six McDonald's menu items and never returned.
In another galaxy, CosMc began experimenting with these menu items and unique drinks that not only complemented the food, but also served as the perfect mood enhancer on their own.
After serving millions of extraterrestrials, CosMc decided to bring the menu to Earth to give people a unique culinary experience.
Source:
www.cosmcs.com
Sugary sweet instead of savory: The menu from McDonald's CosMc's
With CosMc's, McDonald's appears to be taking a cue from Starbucks - a company that focuses on cold, sweet drinks that can be customized based on taste.
McDonald's also now wants to enter the "specialty coffee" business, an "attractive and fast-growing category," according to Kempczinski.
The first CosMc's Drive-Thru restaurant opened in Bolingbrook in December 2023.
CosMc's is McDonald's new takeaway-only mini-chain.
© imago images
He added that McDonald's can't just add a bunch of new drinks to its regular menus - that would complicate kitchen operations and slow down service.
That's why McDonald's is testing this new concept to see if people stop by CosMc's during their afternoon slump and buy, say, a Churro Frappe.
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In a press release from McDonald's, the company writes about the new restaurant chain's menu: "Here you will find a number of lemonade and tea specialties, delicious mixed drinks and (...) coffee." You should also be able to customize the drinks in many ways - through " popping boba, flavor syrup, energy or vitamin C shots and much more.” In addition to the colorful drinks, the menu also offers savory items, such as the Savory Hash Brown Bites and Pretzel Bites with dipping sauces.
On the sweet side there is a Blueberry Lemon Cookie Sundae and Caramel Fudge Brownies.
Is the McDonald's subsidiary CosMc's also coming to Europe?
It is questionable whether the new CosMc's restaurant chain will also make it to Europe if McDonald's is satisfied with the numbers from the test phase and wants to expand further.
When asked by
IPPEN.MEDIA
, McDonald's Germany explained that there are currently no plans to introduce it in this country.
Starbucks has a strong presence in Europe and achieves high sales.
However, McDonald's also operates around 3,075 McCafés across Europe.
There is therefore a risk that the fast food chain with CosMc's would cut itself in the flesh if it were to be launched in Europe.
Fast food empire McDonald's: Up to 50,000 branches worldwide by 2027
Looking forward, McDonald's plans to open smaller branches that don't require a lot of space for on-site dining, now that delivery service is so popular.
In the past, these options were essentially “taboo,” according to Kempczinski.
The McDonald's CEO also explained during an investor event in December 2023 that the fast food chain wants to focus on larger burgers and more restaurants in the future.
In total, McDonald's plans to open a further 1,300 new branches globally and to operate a total of 50,000 McDonald's branches worldwide by 2027.
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