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| CosMc's logo |
Just when you thought the world was becoming a more exciting place!
McDonald's announced plans to axe CosMc's. Their alien themed spin-off restaurant that launched on December 7, 2023, in Bolingbrook, Illinois.
The announcement comes just as the beverage race is heating up. Taco Bell is accelerating its own in-restaurant drink initiative, Live Mas Café, adding pressure on McDonald’s and other competitors to act quickly in a rapidly evolving category.
The CosMc’s Brand, which includes McCafé products, got its name from a McDonaldland character, appearing in McDonald's advertisements from 1986 to 1992. An extraterrestrial who "craves McDonald's food."
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| CosMc character with Ronald McDonald |
In the 1990s, McDonald's tried to expand its business by buying Donatos Pizza, Boston Market and Chipotle Mexican Grill, but within a decade they had sold off their stakes.
The space inspired concept was reminiscent of something out of the Hanna-Barbera classic, The Jetsons. George Jetson would have made a perfect tie-in for the franchise's promotional efforts.
Yet, despite initial enthusiasm and a unique branding approach, customer traffic at CosMc’s locations declined over time.
McDonald’s CEO, Chris Kempczinski, noted that while the concept provided valuable insights into consumer preferences, the standalone CosMc’s format did not achieve the desired level of success. As a result, the company has decided to discontinue the concept and focus on integrating successful elements into its main restaurant operations.
Following the announcement of CosMc’s closures, McDonald’s stock experienced a modest decline. Investors reacted to the news, reflecting concerns over the company’s ability to successfully execute new concepts. However, analysts noted that the decision to close underperforming locations and refocus on core operations could ultimately benefit McDonald’s in the long term.
The integration of successful elements from the CosMc’s concept into mainline restaurants is expected to enhance McDonald’s beverage offerings and streamline operations. By leveraging insights gained from the CosMc’s experiment, McDonald’s aims to better meet evolving consumer preferences and strengthen its position in the competitive fast-food industry.
As the fast-food industry continues to adapt to new trends and consumer demands, McDonald’s remains committed to innovation and delivering quality experiences to its customers. The lessons learned from the CosMc’s initiative will undoubtedly play a role in shaping the company’s future endeavors.
In a statement, McDonald's said it will start closing its standalone pilot CosMc's locations in June, and will also discontinue its CosMc's app.
The chain had expanded to five locations, which will all be shut down. Their locations are:
The space inspired concept was reminiscent of something out of the Hanna-Barbera classic, The Jetsons. George Jetson would have made a perfect tie-in for the franchise's promotional efforts.
Yet, despite initial enthusiasm and a unique branding approach, customer traffic at CosMc’s locations declined over time.
McDonald’s CEO, Chris Kempczinski, noted that while the concept provided valuable insights into consumer preferences, the standalone CosMc’s format did not achieve the desired level of success. As a result, the company has decided to discontinue the concept and focus on integrating successful elements into its main restaurant operations.
The integration of successful elements from the CosMc’s concept into mainline restaurants is expected to enhance McDonald’s beverage offerings and streamline operations. By leveraging insights gained from the CosMc’s experiment, McDonald’s aims to better meet evolving consumer preferences and strengthen its position in the competitive fast-food industry.
While CosMc’s is closing, McDonald’s is not abandoning its focus on beverages. The company plans to test select drinks inspired by CosMc’s at its traditional U.S. locations later this year. These offerings will include popular items such as the Churro Cold Brew Frappe and Island Pick-Me-Up Punch, which garnered positive customer feedback during the pilot phase.
Additionally, McDonald’s is forming a new internal beverage division to oversee the development and rollout of these specialty drinks across its U.S. restaurants. The goal is to enhance the company’s beverage menu and provide customers with a wider range of options, aligning with trends in the fast-food industry and consumer demand for customizable drink experiences.
As the fast-food industry continues to adapt to new trends and consumer demands, McDonald’s remains committed to innovation and delivering quality experiences to its customers. The lessons learned from the CosMc’s initiative will undoubtedly play a role in shaping the company’s future endeavors.
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| CosMc’s official announcement for the App |
In a statement, McDonald's said it will start closing its standalone pilot CosMc's locations in June, and will also discontinue its CosMc's app.
The chain had expanded to five locations, which will all be shut down. Their locations are:
• 285 N. Weber Road, Bolingbrook, Illinois
• 5341 McPherson Boulevard, Fort Worth, Texas
• 12360 FM 1957, San Antonio, Texas
• 8726 Potranco Road, San Antonio, Texas
• 861 W. Stacy Road, Allen, Texas
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