McDonald’s is set to launch its new venture, CosMc’s, with the first location opening in Bolingbrook, Illinois, this month. The move is driven by the company’s strategy to tap into the $100 billion “afternoon beverage pick-me-up occasion” market, where McDonald’s currently lacks a strong presence. CEO Chris Kempczinski explained that CosMc’s will cater to customized beverage preferences that are challenging for traditional McDonald’s restaurants to offer.
Described as a concept inspired by a McDonald’s character from the 1980s with alien, surfer, and robot elements, CosMc’s menu will feature both new customizable drinks and McDonald’s classics like the Egg McMuffin. Notable offerings include a churro frappe, a s’mores cold brew, a tumeric-spiced latte, and non-coffee options like a sour cherry energy burst and a blackberry mint green tea. The menu expands to include a variety of “sweet and savory treats,” such as a spicy queso sandwich, a creamy avocado tomatillo sandwich, pretzel bites, and caramel fudge brownies.
CosMc’s will provide customization options like popping boba, flavor syrups, and energy and Vitamin C shots. While the initial location is in Bolingbrook, the company plans to open around 10 additional locations in Texas in 2024. However, further expansion is contingent on evaluating the results over at least a year.
In a broader context, McDonald’s aims to accelerate growth by opening approximately 10,000 new stores worldwide by 2027, anticipating the “fastest period of growth” in its 60-year history. This strategic move follows an 8.1% increase in same-store sales during the third quarter, prompting McDonald’s to expedite the pace of restaurant openings.