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McDonald's is gearing up to introduce 'CosMc,' a unique spinoff restaurant concept centered around the once-popular McDonaldland mascot, CosMc. The nostalgic move, revealed during their second-quarter earnings call, follows a surge in sales linked to the recent revival of another mascot, Grimace. This small-format concept, debuting in select locations in 2024, signifies McDonald's plans to innovate beyond traditional fast food.
McDonald's is testing its spinoff restaurant concept, which the company's executives revealed on Thursday, July 27, during the second quarter earnings call. As per CNBC, the burger joint will launch CosMc in several locations in early 2024 to start the test.
The chain stated it would provide more details about its plan of setting up smaller stores at the upcoming investor day in December. It was mentioned that CosMc continued to appear in McDonald's ads from the late 1980s to the early 1990s. He is an alien who craves McDonald's food.
The American fast-food brand is bringing back CosMc after the highly-successful return of its other mascot - Grimace. Last month, McDonald's rolled out the Grimace Birthday Meal, which includes a milkshake. The purple mascot and his combo meal quickly went viral on social media, resulting in high sales in U.S. stores.
Chicago Sun-Times reported that after McDonald's second quarter result was boosted by its Grimace campaign, the company decided to dig deeper and further explore its commercialized mascots. Now, it has found another character from its McDonaldland, a fictional fantasy world where Ronald McDonald and his friends live, that can be used as inspiration for its new store concept.
With this, the CosMc spinoff restaurant was created and will be tested in limited markets next year. The introduction of this new restaurant is part of McDonald's plan to expand beyond its fast-food business.
"CosMc's is a small format concept with all the DNA of McDonald's, but with its own unique personality," Chris Kempczinski, McDonald's chief executive officer, said. "We look forward to providing more information about development plans and new format innovations at our Investor Day at the end of the year."
Photo by: Visual Karsa/Unsplash
