 | |
 CosMc's first location in Bolingbrook, Illinois in 2023 | |
| Company type | Subsidiary |
|---|---|
| Industry | Fast-food restaurant |
| Founded | December 7, 2023 Bolingbrook, Illinois, U.S.[1] |
| Headquarters | Chicago, Illinois, U.S. |
Number of locations | 10[2] |
Area served | Illinois, Texas |
Key people | Chris Kempczinski (CEO) |
| Products | |
| Parent | McDonald's |
| Website | cosmcs |
CosMc's[a] is an American fast food restaurant and a spin-off of McDonald's.[4] It launched on December 7, 2023, with a drive-thru-only location in Bolingbrook, Illinois. By 2024, nine additional locations had opened in Texas.[5] The CosMc's brand features McCafe products and new beverages exclusive to CosMc's.
History
[edit]CosMc's was developed as part of McDonald's strategy to explore new dining concepts and reinvigorate its brand. This initiative came after McDonald's earlier attempts in the 1990s to diversify its offerings through acquisitions of Donatos Pizza, Boston Market, and Chipotle Mexican Grill, which were eventually sold.
Background
[edit]The name "CosMc" originated from a McDonaldland character—an extraterrestrial being who "craves McDonald's food." The character appeared in McDonald's advertising from 1986 to 1992.[6] Leveraging the character's nostalgic appeal, McDonald's focused on its classic mascots, including the Grimace Birthday Meal, which went viral in 2023.[4][7]
Launch
[edit]The chain was announced in July 2023, with the first location opening in Bolingbrook, Illinois, in December 2023.[8] The grand opening drew significant attention, with long lines forming in the drive-thru—the only way to place orders at the time. CNN reported that this location had more than double the traffic of a typical McDonald's, particularly among the 22-29 age group.
By early 2024, more CosMc’s locations were launched in the Dallas-Fort Worth area. The Arlington location opened during a solar eclipse, which the restaurant celebrated with a special event. McDonald's stated it would monitor these locations throughout 2024 before deciding on further expansion.[9]
Operations
[edit]CosMc's is positioned as a "beverage-forward" establishment designed to meet the growing demand for quick-service beverages and snacks, especially in the afternoon. The menu features a variety of cold beverages like frappés, slushes, and specialty iced coffees, along with snacks such as pretzel bites and mini donuts. Unlike McDonald's, CosMc’s does not offer full meal options like burgers or fries, setting it apart from its parent brand.
CosMc’s outlets are smaller than typical McDonald's restaurants, focusing on convenience with multiple drive-thru lanes and walk-up windows for easy pick-up. The chain is also testing new technologies, such as advanced traffic management systems in drive-thru lanes and dedicated pickup areas for delivery drivers, to streamline operations and reduce congestion.
Design
[edit]CosMc’s outlets are designed with a distinctive deep violet color scheme accented by yellow graphics, creating a retro-futuristic feel. The brand's visual identity draws on nostalgia for McDonald's 1980s branding, with a modern twist aimed at attracting younger consumers.[10][11]
The interior design of CosMc's locations continues this theme with sleek, minimalist furniture, digital ordering kiosks, and ambient lighting that emphasizes the brand's modern yet nostalgic vibe. Décor often includes subtle nods to the original McDonaldland character, CosMc, such as alien-themed artwork and space-inspired motifs, further connecting the brand to McDonald's heritage.[12][13]
Notes
[edit]References
[edit]- ^ "McDonald's announces CosMc's spin-off restaurant opens this week in Bolingbrook, shares menu details". ABC 7 Chicago. December 6, 2023. Archived from the original on December 6, 2023. Retrieved December 7, 2023.
- ^ "CosMc's Will Open in 2024 (Is Your City Getting One?)". FinanceBuzz. April 2, 2024. Retrieved August 2, 2024.
- ^ Lai, Amanda (December 8, 2023). "First Look at CosMc's, the New Spinoff Concept from McDonald's". McMillanDoolittle. Archived from the original on December 9, 2023.
- ^ a b Lucas, Amelia (December 6, 2023). "McDonald's to open first CosMc's spinoff restaurant this week". CNBC. Archived from the original on December 7, 2023. Retrieved December 7, 2023.
- ^ "CosMc's first location had twice as much traffic last month as a typical McDonald's". CNN. January 24, 2024. Retrieved January 24, 2024.
- ^ "New McDonald's concept coming to Chicago suburb of Bolingbrook". CBS Chicago. November 30, 2023. Archived from the original on December 20, 2023. Retrieved December 7, 2023.
- ^ Lucas, Amelia (July 27, 2023). "McDonald's is creating a spinoff restaurant brand called CosMc's". CNBC. Archived from the original on December 6, 2023. Retrieved December 7, 2023.
- ^ "Customers line up for hours at drive-thru for new CosMc's". CBS Chicago. December 7, 2023. Archived from the original on December 20, 2023. Retrieved December 9, 2023.
- ^ "McDonald's testing new CosMc's chain amid unprecedented global expansion". The Business Journal. August 2, 2024. Retrieved August 2, 2024.
- ^ "CosMc's Will Open in 2024 (Is Your City Getting One?)". FinanceBuzz. April 2, 2024. Retrieved August 2, 2024.
- ^ "Dallas Welcomes CosMc's, McDonald's Space-Themed Concept". Better Homes & Gardens. March 21, 2024. Retrieved August 2, 2024.
- ^ "Preparing for Launch: CosMc's and the Next Wave of Beverage Chains". The Food Institute. January 5, 2024. Retrieved August 2, 2024.
- ^ "CosMc's Brings Retro-Futurism to McDonald's Expansion". Dallas Observer. February 18, 2024. Retrieved August 2, 2024.