The American chain McDonald’s has announced the creation of a new restaurant that will form part of its chain. This is CosMc’s, and it will be “a small-format concept with all the McDonald’s DNA, but with its own personality,” according to Chris Kempczinski, the company’s CEO. The new brand is expected to start operations in early 2024.
The launch of this new concept was announced within the framework of the fast food chain’s second quarter annual results presentation. Few details are known at the moment, and the company is expected to disclose more information about the project in its annual results presentation, scheduled for December this year.
The new restaurants will bear the name of CosMc’s, inspired by CosMc, one of the advertising characters that the brand used during the 80s and 90s. He is an alien who craves the brand’s food. This is the second reappearance of one of McDonaldland’s classic characters, as the company previously revived the Grimace character, a friendly purple monster. The menu launched this year inspired by this character has generated a sensation in the United States.
The tests of these new premises will be carried out on a small scale and within a “limited geography”, according to the CEO of the company. It is not the first time that McDonald’s has sought to create parallel businesses to its main brand, having bought other US chains in the late 1990s such as Donato’s Pizza and Boston Market, as well as a significant stake in the shares of the Chipotle Mexican Grill chain. However, the franchise parted ways with these alternatives less than ten years later.
