McDonald’s has revamped its development strategy for its beverage-focused concept, CosMc’s, by closing three larger locations that were previously remodeled into CosMc’s. The company plans to open two smaller CosMc’s locations in Texas this year, with a specific focus on drive-thru and digital experiences. While the exact locations of the closures and new openings were not disclosed, the CosMc’s website does mention a new location coming to Allen, Texas.
Initially, McDonald’s intended to have nine CosMc’s locations in Texas, but the company has shifted its focus to smaller, more streamlined locations that cater to off-premise customers and prioritize drive-thru efficiency. The decision to close larger locations in favor of smaller, more drive-thru-centric ones is in response to customer feedback about long drive-thru wait times at CosMc’s locations.
Since its launch in December 2023, CosMc’s has garnered significant popularity, prompting McDonald’s to assess and refine its offerings based on customer preferences. Some of the top-selling beverages at CosMc’s include the Island Pick Me Up Punch, Churro Cold Brew Frappe, and Sour Energy Burst, with the Fruity Popping Boba being the most popular customizable drink. On the food side, items like Hashbrown Bites and McPops have been well-received, with hundreds of thousands sold to date.
McDonald’s views CosMc’s as a learning lab for exploring new flavors, menu items, and customer preferences within the beverage category. The company plans to continue testing and refining its offerings at CosMc’s as the concept evolves and expands.
In the realm of fast food spin-offs, McDonald’s is not alone in experimenting with new concepts. Other chains like Taco Bell and KFC have also introduced beverage-centric spin-offs like Live Más Café and KFC’s Saucy restaurant, respectively. These concepts cater to evolving consumer preferences and offer unique menu items to differentiate themselves in the market.
While some spin-offs have been successful, others have faced challenges. Chains like IHOP and Outback Steakhouse have tried spin-off concepts with smaller menus in the past, but not all have been sustainable. IHOP, for instance, closed its fast-casual spin-off, Flip’d, in 2023, while Outback Steakhouse’s parent company, Bloomin’ Brands, has been reducing its Aussie Grill fast-casual footprint in the U.S.
As McDonald’s continues to refine and expand the CosMc’s concept, the company remains committed to providing customers with innovative beverage options and a unique dining experience. By focusing on smaller, drive-thru-centric locations, McDonald’s aims to enhance customer satisfaction and drive growth for the CosMc’s brand.
