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McDonald’s Takes Wraps Off CosMc’s

New concept to debut in suburban Chicago, followed by 10 more in Texas.

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PHOTOGRAPHY: Courtesy of McDonald’s

Ending several months of suspense and speculation about its newest restaurant concept, McDonald’s (Chicago) announced it will start testing its new small-format, beverage-led CosMc’s chain later this month. As reported previously, the brand will debut in the Chicago suburb of Bolingbrook; new is the revelation that the fast-food giant will test the concept more widely in Texas.

The new brand’s menu will be built around beverages and treats. “At CosMc’s, we’re exploring how we might solve the 3 p.m. slump by lifting humans up with every sip,” McDonald’s said in its news release. Several market analysts noted that that approach will put the new concept into competition with such chains as Starbucks and Dunkin’.

CosMc’s will offer 13 different drinks, including a churro frappe, s’mores cold brew and sour tango lemonade. Food offerings includes two sandwiches – creamy avocado tomatillo and spicy queso – pretzel bites, cookies and soft-serve ice cream twist cones.

Offerings from the McDonald’s menu are limited to Egg McMuffin sandwiches and M&M’s McFlurry.

Based on a McDonaldland character from the late ’80s from outer space, “CosMc’s blazes its own path with a uniquely seamless digital and Drive Thru experience,” the company statement reads. “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.”

The testing phase for the brand will also include opening 10 or so CosMc’s pilot locations in the Dallas-Fort Worth and San Antonio metro areas.

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The unveiling of the CosMc’s concept came at the same investors’ day event that saw McDonald’s announce it planned to open 10,000 additional locations of its flagship restaurant brand by 2027.

Signs of the Times has been the world leader in sign information since 1906. Contact Signs of the Times' editors at editor@signsofthetimes.com.

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