# McDonald’s Opens First CosMc’s Location in Bolingbrook, Illinois
McDonald’s is set to open the first location of its new spinoff brand, CosMc’s, in Bolingbrook, Illinois. This move is part of the fast-food giant’s plan to test 10 CosMc’s locations, including nine restaurants in Texas, by the end of 2024. The company will then analyze the data gathered from these test locations to determine whether to expand the small-format chain.
## A Nod to McDonald’s Mascots
The name for the new brand, CosMc’s, is inspired by CosMc, a McDonaldland mascot from the late 1980s and early 1990s. CosMc is an alien character who has a craving for McDonald’s food. McDonald’s has been focusing more on marketing its mascots after the success of the Grimace Birthday Meal earlier this year.
## Menu and Concept
CosMc’s aims to provide a fast and convenient way for customers to grab a pick-me-up snack or coffee. The menu includes both old favorites like Egg McMuffins and M&M McFlurries, as well as new items like Churro Frappes and pretzel bites.
## Testing and Expansion Plans
McDonald’s CEO Chris Kempczinski sees great potential in the afternoon segment, specifically in customizable drinks and coffee. The company plans to test various layouts, including multiple drive-thru lanes, at the new CosMc’s locations. They are also implementing features like credit card payments at the drive-thru speaker to speed up service times.
While the initial focus is on the 10 test stores, if successful, CosMc’s could potentially expand globally. McDonald’s is determined to develop an idea that can work in multiple markets, as demonstrated by its strategic partnership with Google and long-term targets for new restaurant development.
## Lessons from Past Ventures
McDonald’s has had mixed success with expanding beyond its primary business in the past. Previous ventures, such as acquiring Donatos Pizza and Boston Market, as well as a stake in Chipotle Mexican Grill, did not pan out and became distractions for the company. However, McDonald’s remains optimistic about the potential of CosMc’s and its ability to tap into a growing market segment.
In conclusion, McDonald’s is venturing into the small-format chain market with its new spinoff brand, CosMc’s. With its focus on customizable drinks and coffee, CosMc’s aims to provide a fast and convenient experience for customers. While the initial test is limited to 10 locations, the potential for global expansion is on the horizon. McDonald’s is determined to learn from past experiences and ensure the success of CosMc’s in multiple markets.
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