McDonald’s Launches Next-Gen Beverage-Based Brand

CosMc’s will open its pilot location this month, with 10 more planned to open in 2024.

December 07, 2023

McDonald’s announced that it is testing a small-format, beverage-led concept called CosMc’s. The launch is McDonald’s first new restaurant concept in the United States in 60 years, reported the Wall Street Journal. The new beverage-based QSR is named for McDonald’s orange alien mascot that was featured in past advertisements. 

During an investor presentation this month, Morgan Flatley, McDonald’s global chief marketing officer, stated that the concept allows McDonald’s to tap into markets where it hasn’t been as competitive, such as specialty beverages and coffee.

“We knew we needed a differentiated idea with global appeal—and one with the potential to offer strong returns,” she said. 

As part of the limited test, the first CosMc’s location will open in Bolingbrook, Illinois, this month, with plans to open additional locations in the coming months.

According to a company press release, CosMc’s “blends brand-new, otherworldly beverage creations with a small lineup of food, including a select few McDonald’s favorites.”

McDonald’s states that the beverage QSR will include a range of specialty lemonades, teas, various blended beverages and cold coffee. The company notes that customers will have customization options including popping boba, flavor syrups, energy and vitamin C shots.

According to the Journal, the first CosMc’s location will feature four drive-thru lanes, no dining room and a smaller format than the traditional McDonald’s. “It is designed around what McDonald’s and other restaurant chains have said is consumers’ growing preference for takeout orders.”

By the end of 2024, McDonald’s plans to open approximately 10 CosMc’s pilot locations across the Dallas-Fort Worth and San Antonio metro areas in Texas.

In other McDonald’s news, the QSR is revamping its burgers.