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To test the concept, the fast food giant opened it up. The location of the first CosMc More than a year ago in the Chicago suburb of Bolingbrook, followed by six more in Texas. In addition to building small prototype locations, McDonald’s has converted big-name restaurants to CosMc’s.
Smaller stores work better for testing, the company said Thursday. As a result, McDonald’s will close three of its large-format CosMc locations and open two more smaller restaurants in Texas. The company did not disclose the opening or closing locations, although CosMc’s website says a store in Allen, Texas, is coming soon.
McDonald’s also shared other early learnings from the pilot on Thursday. Savory hash browns are the best-selling food — any time of day — followed by McPops, the chain’s tiny filled donuts. Best-selling drinks include Island Pick-Me-Up Punch, Churro Cold Brew Frappe and Sour Energy Burst.
The CosMc test will continue for the “foreseeable future,” according to the company.
McDonald’s created CosMc’s as an entry into the growing “afternoon beverage pick-me-up opportunity.”
While CosMc’s menu features some McDonald’s classics, it also offers other beverage and snacking trends such as its Iced Turmeric Spiced Lattes, Tropical Spiced and Pretzel Bites, as well as many new items. Starbucks, The Dutch Brothers And bubble tea chain Kung Fu Tea has found success with younger consumers by offering customized cold drinks.
The new brand’s name comes from CosMc, a McDonald’s mascot that appeared in commercials in the late 1980s and early 1990s. CosMc is an alien from outer space who craves McDonald’s food.
While it’s unclear how much McDonald’s plans to expand CosMc’s, it’s still a small part of the burger giant’s overall U.S. footprint. The company has more than 13,500 U.S. restaurants. Still, McDonald’s hopes to learn more about its CosMc customers. Last year, it launched a loyalty program exclusive to CosMc.