A banner hangs outside CosMc's restaurant, a concept recently launched by McDonald's, in Bolingbrook, Illinois, on December 11, 2023.
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McDonald's It will close three locations of its beverage-focused brand, CosMc's.
To test the concept, the fast-food giant opened its first CosMc location more than a year ago in the Chicago suburb of Bolingbrook, followed by six more locations in Texas. McDonald's has converted its large namesake restaurants into Co's Mac restaurants, in addition to building smaller model locations.
Smaller stores are doing better in testing, the company said Thursday. As a result, McDonald's will close three of its larger CosMc locations and open two more smaller restaurants in Texas. The company has not revealed opening or closing locations, though CosMc's website says a store is coming soon in Allen, Texas.
McDonald's also shared other early lessons from the pilot program on Thursday. Delicious hash browns are the best-selling treat – any time of day – followed by McPops, the chain's mini-filled muffins. Best-selling drinks include Island Pick-Me-Up Punch, Churro Cold Brew Frappe and Sour Energy Burst.
CosMc testing will continue for the “foreseeable future,” according to the company.
McDonald's created CosMc's as its entry point into the growing “afternoon drinking event.”
While CosMc's menu features some McDonald's classics, it also offers a host of new items that compete with other drink and snack trends, like iced turmeric spiced lattes, tropical spices, and pretzel bites. Starbucks, Dutch brothers Bubble tea chain Kung Fu Tea has been a hit with younger consumers by offering customizable cold drinks.
The new brand name comes from CosMc, the McDonaldland mascot that appeared in ads in the late 1980s and early 1990s. CosMc is an alien from outer space who craves McDonald's food.
While it's unclear how much McDonald's plans to grow CosMc, it's still a small part of the burger giant's overall U.S. footprint. The company owns more than 13,500 American restaurants. However, McDonald's hopes to learn more about CosMc customers. Last year, it launched a loyalty program for CosMc.
