Why have a Big Mac when you can have a CosMc?
That’s what McDonalds is trying to find out with an experimental “small-format beverage-led concept … a truly out-of-this world experience with its own unique brand and identity," as the fast food chain describes.
Customers in search of this kind of adventure can sip drinks like the Churro Cold Brew Frappe, the Sour Energy Burst, or the Fruity Popping Boba while they nibble on hashbrown bites or McPops.
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When the weather is warm, they can savor a prickly pear-flavored slush finished with whipped cream topped with popping candy. Or an iced turmeric spiced latte, if they prefer. To satisfy their hunger, a fluffy omelet-style egg elevated with applewood bacon, creamy avocado tomatillo sauce and white cheddar cheese, served on a soft toasted brioche bun, might fit the bill.
The concept appears to be working, though the company is still tinkering with the final format.
Mcdonald's opened its first CosMc in Bolingbrook, IL in December 2023, and later opened six in Texas. It now plans to open two new smaller locations and close three larger ones. The smaller stores allow the company to test new, unique concepts that reflect its customer base.
“We have had the benefit of testing out different location sizes and setups – from revamping larger restaurant spaces to building smaller prototype locations that focus more on the drive-thru and digital experience,” McDonald's said.
“It has increased our overall knowledge of the beverage space allowing us to make thoughtful updates to the menu as the brand and concept has grown.”
A recent report from software firm Placer.ai shows that CosMc's is luring in higher-income Americans.
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