McDonald’s has made a surprising decision to shutter nearly half its spinoff locations just one year after they launched (via The New York Post).
In December 2023, McDonald’s launched CosMc’s, a space-themed, snack-centric spin-off designed to compete with Starbucks and Dunkin. The flagship location in the Chicago suburb of Bolingbrook drew massive crowds and fervent fans anxious to try the restaurant’s menu full of brand-new items and treats from international McDonald’s menus heretofore unavailable on our shores. A further six locations quickly popped up, all located in Texas. But CosMc’s 15 minutes of fame was more like a tight 10; the chain receded into a distant viral memory almost as quickly as it appeared.
Now, McDonald’s is pulling the plug on nearly half of its CosMc’s restaurants, closing three of its six Texas stores. But all is not yet lost. Globest reported that the closures are actually part of McDonald’s plan to experiment with smaller-format CosMc’s locations. After the three larger locations are shuttered, McDonald’s will open two smaller CosMc’s in the same area. The company hopes this will enable more eclectic food and drink offerings and further experimentation with new menu items that will appeal to its core customers.
“We have had the benefit of testing out different location sizes and setups—from revamping larger restaurant spaces to building smaller prototype locations that focus more on the drive-thru and digital experience,” McDonald's said in a statement. “It has increased our overall knowledge of the beverage space allowing us to make thoughtful updates to the menu as the brand and concept has grown.”
A May 2024 study by Placer.ai found that CosMc’s was attracting a larger number of high-income customers than McDonald’s, Dunkin, and Starbucks. A separate Placer.ai survey, published last April, found that CosMc’s was significantly besting its competitors with late-afternoon foot traffic.
from Men's Journal https://ift.tt/cyVQCvK
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