McDonald’s launched its first-ever CosMc’s restaurant today in Bolingbrook, Illinois, marking a major new venture for the fast-food giant. CosMc’s is a McDonald’s-owned concept featuring a menu centered around custom-crafted beverages and an atmosphere catering to a younger demographic.
The new restaurant held its grand opening on December 6th after several months of anticipation. Located at 605 N. Weber Road, it’s the first of potentially hundreds of CosMc’s outlets McDonald’s has proposed opening in the coming years.
“We’re thrilled to debut the CosMc’s experience we’ve thoughtfully created for our customers seeking a modern atmosphere to enjoy our craveable drinks,” said McDonald’s U.S. Vice President Molly Rabin in a statement. “This first restaurant is just the beginning as we test ideas for a differentiated customer experience.”
The CosMc’s menu features a range of custom coffee drinks, fruit-flavored refreshers, frosted freeze slushies, and unique “galactic-themed” energy drinks. Food options take a backseat to the drinks with only a small selection including baked goods and snacks.
The interior design has been uniquely tailored for the new concept with vibrant colors, atmospheric lighting, and music curated for a younger demographic. Customers can sip their drinks while working on laptops at communal tables or chill out on comfortable couches.
McDonald’s confirmed 9 more CosMc’s locations are slated to open in Texas in 2024. Industry experts speculate the spinoff could quickly spread nationally if it resonates with the desired young adult consumers. One potential risk, however, is the concept drawing customers away from core McDonald’s restaurants.
“McDonald’s has to walk a fine line between leveraging a popular brand and creating unwelcome competition,” said restaurant analyst firm Piper Sandler in a note to investors. “Time will tell whether CosMc’s complements the Golden Arches or becomes a rival draining important sales.”
For now, McDonald’s is celebrating a successful first step into this new brand experience. All eyes will be on customer reactions and sales numbers out of Illinois to gauge if CosMc’s has the cosmic energy to warp speed across the country.
