MILAN – McDonald’s is launching this week CosMc’s, a small-format, beverage-led concept “inspired by nostalgia and powered by a menu of bold, refreshing beverages and tasty treats.” The announcement was made by the company’s CEO Chris Kempczinski at the McDonald’s Investor Day presentation on Wednesday.
The burger chain is positioning CosMc’s as a fast, convenient way to grab a pick-me-up snack or coffee, as well as a way to cash in on the fast-growing afternoon segment.
CosMc’s appears to be challenging Starbucks and other major chains, like Panera, that are innovating with caffeinated, non-coffee drinks.
The concept also offers soft drinks and several hot and iced coffee beverages alongside select McDonald’s food products and signature food items.
The first location of this new spinoff format will open in Bolingbrook, Illinois. Nine more units are planned in the Dallas-Fort Worth and San Antonio metro areas, in Texas. The company will test the units for at least one year before evaluating their performance, Kempczinski said.
According to a video presentation, the outlets will have a “streamlined labour model,” that will allow the staff to “flex across roles”
The name CosMc’s is a reference to a McDonald’s character from the 1980s, “CosMc,” that the chain plans to revive. The character is some sort of robot alien who “blazes its own path with a uniquely seamless digital and Drive Thru experience.
Guests are invited to “take a break from earthly stressors and use the dynamic menu boards and cashless payment devices to breeze through the ordering and payment process, allowing for guided exploration and customization along the way. Drive Thru pickup windows are assigned once your order is ready, which means an easy-going journey to your happy place.”