McDonald’s, the world’s largest fast-food chain, is testing a new concept restaurant called CosMc’s, named after a retired alien mascot from the 1980s. The first CosMc’s location opened this week in Bolingbrook, Illinois, and nine more are planned to open in Texas by the end of 2024.
CosMc’s is a small-format, beverage-led concept that offers a limited menu of coffee, tea, smoothies, pastries, sandwiches, salads, and snacks. The restaurant also features a futuristic design, digital kiosks, and drive-thru service. CosMc’s aims to attract customers who are looking for a quick and convenient option for breakfast and lunch.
The name CosMc’s is derived from CosMc, an alien character that appeared in several McDonald’s commercials and print ads from 1986 to 1992. CosMc was a friendly and curious creature who loved to trade items with the other McDonaldland characters, such as Ronald McDonald, Grimace, and the Hamburglar. CosMc also had a robotic space suit that allowed him to fly and communicate.
Why did McDonald’s create CosMc’s and what are its goals?
McDonald’s CEO and president Christopher Kempczinski announced the new concept during the company’s second-quarter earnings call in July. He said that CosMc’s is part of the company’s strategy to innovate and experiment with new formats and offerings. He also said that CosMc’s is inspired by the success of the company’s McCafé brand, which has grown to more than 10,000 locations worldwide.
Kempczinski said that CosMc’s will be tested in a small handful of sites in a limited geography for a year, and then the company will analyze the data and feedback to decide whether to expand the chain. He said that CosMc’s is not intended to compete with the core McDonald’s brand, but rather to complement it and reach new customers.
How have customers and critics reacted to CosMc’s?
The first CosMc’s location in Bolingbrook, Illinois, opened on Wednesday, December 6, 2023, and attracted a lot of attention and curiosity from customers and media. Some customers said that they liked the concept and the menu, while others said that they preferred the traditional McDonald’s experience. Some critics said that CosMc’s was a clever move by McDonald’s to tap into the nostalgia and novelty factors, while others said that CosMc’s was a risky and unnecessary venture that could dilute the company’s brand identity and confuse customers.
According to the CBS News report, CosMc’s is also facing competition from Starbucks, which has a dominant presence in the coffee and tea market. Starbucks has more than 30,000 locations worldwide, and has been expanding its menu and services to include more food options, delivery, and mobile ordering. Starbucks also has a loyal customer base and a strong brand recognition.
What are the future plans for CosMc’s and McDonald’s?
McDonald’s said that it will open nine more CosMc’s locations in Texas by the end of 2024, and then evaluate the performance and potential of the concept. The company said that it will also continue to invest in its core McDonald’s brand, and focus on improving its quality, service, convenience, and value. McDonald’s said that it will also leverage its digital capabilities, such as its app, loyalty program, and delivery partnerships, to enhance its customer experience and engagement.
McDonald’s also said that it will reveal more details about its development plans and new format innovations at its Investor Day at the end of the year. The company said that it is committed to being a leader and innovator in the fast-food industry, and to meeting the changing needs and preferences of its customers.