McDonald’s is planning to close of its standalone beverage concept, CosMc’s, starting in late June.
The fast-food giant is set to discontinue the CosMc’s app and instead plans to launch beverages inspired by the drive-thru concept in upcoming test locations.
Go deeper with GlobalData
The strategic shift comes 18 months after the launch of the first CosMc’s in suburban Chicago, which initially saw long queues.
The standalone CosMc’s locations were part of a broader effort by McDonald’s to tap into the growing drive-thru beverage market.
However, after closing three larger-format Texas locations in January, McDonald’s CEO Chris Kempczinski hinted at a new direction in May, with the integration of the beverage concept into existing McDonald’s restaurants.
He said: “We have discovered some interesting learnings through our CosMc’s test, which has better informed our understanding of consumers’ customisation preferences and interest in new, emerging beverage categories.”
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalDataCurrently, there are five CosMc’s outlets in operation, with four in Texas and one in Illinois.
Named after a classic McDonald’s character, CosMc’s aimed to explore the burgeoning drive-thru beverage sector, which has seen significant growth with chains like 7 Brew, Scooters and Dutch Bros.
Traditional brands such as Caribou are also adopting the drive-thru model.
The decision to close CosMc’s may be influenced by the competitive landscape, with Taco Bell expanding its in-restaurant beverage brand, Live Mas Cafe.
This move could add pressure on McDonald’s to accelerate its beverage strategy amidst the intensifying competition.
McDonald’s described the CosMc’s locations as a “learning lab,” which allowed the company to experiment with new technologies and flavours in customer-facing settings without affecting the main McDonald’s experience.
The company also noted the flexibility of making rapid menu changes based on customer feedback.
The company said: “We learned so much, so quickly, from the CosMc’s test.”
