Why did McDonald’s open the new restaurant chain CosMc’s? The reasons behind the new franchise
The fast-food giant has turned its attention to a new market in which its hopes to rival Starbucks and Dunkin’.
What’s the ideal time to go for a McDonald’s? Some people, at one end of the spectrum, will tell you anything goes, while others, at the other, might suggest there’s never a good momentum. Few, however, are likely to say 3:00 p.m. That’s where CosMc’s comes in.
A slump in sales between meal times has prompted the fast-food company to open a new chain focusing on coffee and other beverages in an attempt to rival the likes of Starbucks and Dunkin’ for thirsty consumers in the afternoon.
First CosMc’s test location opens near Chicago
The first CosMc’s, named after the alien character created by McDonald’s in the 1980s, opened near Chicago, Illinois on Thursday, with long lines of customers queuing up for a taste of what’s on offer on its first two days, both in the restaurant itself and at its drive-through. More locations will open in 2024, all nine of which will be in Texas. The concept will be tested for a year before the company decides whether to go big or call it quits.
Speaking at an investor presentation on Wednesday, CEO Chris Kempczinski spoke of McDonald’s desire to have a presence in the “afternoon beverage pick-me-up” market, which he claimed is worth $100 billion.
What can customers eat and drink at CosMc’s?
Customers will still be able to grab a bite to eat, with “sweet and savoury treats” on offer, said Kempczinski, which includes spicy queso sandwiches, creamy avocado tomatillo sandwiches, caramel fudge brownies and cookies. There will also be some “McDonald’s Universe” favourites, such as the different members of the McMuffin family and two McFlurrys.
However, the five categories of drinks (Signature Galactic Boosts, iced teas and lemonades, slushes and frappes, brews, and fountain and bottled drinks) will be the main attraction, allowing clientele to try colourfully named beverages like a Blueberry Ginger Boost, an Island Pick-Me-Up Punch and Sour Cherry Energy Burst.
“To think a little over a year ago, this was just an idea. And this week, we’re opening the first test site. We’re innovating, testing and learning with speed,” Kempczinski proudly claimed.