McDonald’s is taking aim at Starbucks

The phrase “Welcome to CosMc’s, may I take your order?” will be heard this week in Bolingbrook, Illinois, for the very first time in history, as McDonald’s launches a new spinoff brand called CosMc’s, the fast-food chain’s answer to Starbucks and its first new restaurant concept in its 68-year history.

CosMc’s name comes from a former mascot – more specifically, a six-armed orange alien from outer space – that appeared in ads in the late ‘80s and early ‘90s. McDonald’s execs say CosMc’s was specifically created to go head-to-head with Starbucks, selling customizable drinks, coffee, and snacks popular in the afternoon segment.

As such, each CosMc’s location will feature a smaller format than a traditional McDonald’s, with only drive-thru lanes and no indoor dining room (no word yet on bathroom access). Customers using credit cards will be able to pay at the drive-thru speaker in a bid to speed up service times.

• CosMc’s will offer its own separate menu that leans heavily on customizable iced drinks, including flavored lemonades, turmeric spiced lattes, pear slushes, and churro frappés.
• Its food offerings are limited to McDonald’s Egg McMuffin breakfast sandwiches, an avocado tomatillo sandwich, and snacks like hashbrown/pretzel bites and McFlurries – assuming the ice cream machine is working.

👀 Looking ahead… CosMc’s initial rollout is small, with a total of 10 stores planned by the end of 2024 (including nine in Texas). But, if the locations are successful, McDonald’s execs say CosMc’s could be rolled out across the globe similar to their flagship restaurants today.

🍔🍟 Speaking of: In a separate announcement yesterday, McDonald’s unveiled a new expansion plan that’ll see the company add flagship restaurants at its fastest pace in history.