McDonald’s plans to close three of its larger-format CosMc’s locations just months after opening them, according to Restaurant Business News. However, the QSR still plans to open two smaller-format units of the drive-thru beverage concept this year. All but one of the seven locations are in Texas.
“The company said it made the decision to close the locations after deciding that its smaller units better enable it to ‘test new, unique circumstances that are reflective of our customer base,’” reported the outlet.
The company’s pullback suggests its larger-format stores aren’t quite generating the sales it hopes to get, at least to justify the locations’ size, wrote Restaurant Business News. It also indicates that “McDonald’s is not afraid to quickly pull the plug on ideas that don’t work.”
The first CosMc’s location opened in Bolingbrook, Illinois, in December 2023. McDonald’s described CosMc’s at the time as a concept that “blends brand-new, otherworldly beverage creations with a small lineup of food, including a select few McDonald’s favorites.”
McDonald’s stated that the beverage QSR would include a range of specialty lemonades, teas, various blended beverages and cold coffee. The company noted that customers can customize drinks with popping boba, flavor syrups, plus energy and vitamin C shots; and that the design would feature four drive-thru lanes, no dining room and a smaller footprint than a typical McDonald’s. The first location was described as being more similar to Dutch Bros or Starbucks, with a beverage-heavy menu and minimal food options.
Some of CosMc’s best-selling beverages include the energy drink Island Pick-Me-Up Punch, the Sour Energy Burst and the Churro Cold Brew Frappe, according to McDonald’s. CosMc’s Savory Hashbrown Bites is the top-selling food item, reported Restaurant Business News.