A sign hangs outside CosMc’s restaurant, McDonald’s recently launched concept, in Bolingbrook, Illinois, on December 11, 2023.
Scott Olson | getty images
mcdonalds Beverage-focused spin-off brand CosMc’s is set to close three branches.
To test the concept, the fast-food giant opened its first CosMc location in the Chicago suburb of Bolingbrook a little more than a year ago and is opening six more locations in Texas. In addition to building smaller prototype stores, McDonald’s converted its larger namesake restaurants into CosMc’s.
The company said Thursday that smaller stores are better suited for testing. As a result, McDonald’s will close three large CosMc locations and open two more smaller restaurants in Texas. CosMc’s website lists a store opening soon in Allen, Texas, but the company has not disclosed where it will open or close.
McDonald’s also shared other early learnings from the pilot program on Thursday. Savory hash browns are the top seller any time of day, followed by the chain’s mini donuts, McPops. Top-selling drinks include Island Pick-Me-Up Punch, Churro Cold Brew Frappe, and Sour Energy Burst.
According to the company, CosMc’s testing will continue for the “foreseeable future.”
McDonald’s created CosMc’s as an entry point into its growing “afternoon beverage pickup event.”
CosMc’s menu includes McDonald’s classics, but also offers a variety of new items that reflect other beverage and snack trends, such as Iced Turmeric Spice Lattes and Tropical Spice and Pretzel Bites. Starbucks, Dutch Brothers Bubble tea chain Kung Fu Tea has found success with younger consumers by offering customized cold drinks.
The new brand name is taken from CosMc, the McDonald Land mascot that appeared in advertisements in the late 1980s and early 1990s. CosMc is an alien from outer space who craves McDonald’s food.
It’s unclear how much McDonald’s plans to grow CosMc’s, but it’s still a minuscule portion of the burger giant’s overall U.S. presence. The company has more than 13,500 U.S. restaurants. Nonetheless, McDonald’s is hoping to learn more about CosMc customers. Last year, CosMc launched its own loyalty program.
