McDonald's to close three CosMc's locations — and open two more

Company Strategy - McDonald's is closing three larger format CosMc's locations and opening two smaller prototype stores in Texas to better test the concept [1][2] - The company is using CosMc's as an entry point into the growing "afternoon beverage pick-me-up occasion" market [3] - McDonald's has rolled out a loyalty program specific to CosMc's to learn more about its customers [5] Product Performance - Savory hash browns are the top-selling food item at CosMc's, followed by McPops [3] - Best-selling drinks include the Island Pick Me Up Punch, Churro Cold Brew Frappe, and Sour Energy Burst [3] - The menu features both McDonald's classics and new items like iced turmeric spiced lattes, tropical spiceade, and pretzel bites [3] Market Context - CosMc's is a small part of McDonald's overall U S footprint, with the company operating over 13,500 U S restaurants [5] - Competitors like Starbucks, Dutch Bros, and Kung Fu Tea have found success with younger consumers through customizable cold drinks [3] Branding - The CosMc's brand name is derived from CosMc, a McDonaldland mascot from the late 1980s and early 1990s [4]