McDonald's has announced it will open a new spin-off restaurant brand, CosMc. The limited test will be based initially in Illinois, with further locations planned in due course.
The new brand is expected to be a smaller format with a focus on beverages, including blended drinks, coffee, and other chilled drinks. The concept will also include selected menu items such as the Spicy Queso Sandwich, Savory Hash Brown Bites, Pretzel Bites, and desserts including Blueberry Lemon Cookie Sundae and Caramel Fudge Brownies. Fan-favourite McDonald's items will still be available at CosMc restaurants, including McFlurry's and Egg McMuffins.
It is expected that the new format will focus on digital and drive-thru services, with the number of restaurants expected to rise to 10 by the end of 2024. All CosMc restaurants will be cashless, and customers can use newly introduced technology to customise menu items should they please.
McDonald's CEO and president, Christopher Kempczinski, made the announcement during the company's second-quarter earnings in July 2023.
“This will be a small format concept with all the DNA of McDonald’s but its own unique personality," said Kempczinski.
Following Illinois, the next locations are expected to be across the Dallas-Fort Worth and San Antonio metro areas in Texas.
