During the company’s second-quarter earnings call, McDonald’s executives disclosed their concept for “CosMc’s,” a potential new venture for the fast food chain.
McDonald’s CEO, Chris Kempczinski, shared limited information about the upcoming spinoff franchise called “CosMc’s” during the second-quarter earnings call. He described it as a “small format concept” that retains McDonald’s core identity while possessing its distinct character.
The testing phase for CosMc’s is scheduled to begin in early 2024, but the exact markets where it will be launched were not disclosed at that moment. Further information regarding the rollout strategy will be unveiled during the investor day in December, according to CNBC’s report.
McDonald’s seems to be embracing its past while aiming for success in the present, a strategy that looks promising. One example of this is the recent introduction of the Grimace Shake as part of the Grimace Birthday Meal. The shake’s popularity skyrocketed as it became a viral TikTok trend, gaining a life of its own on social media platforms.
During a reflection on the recent summer trend surrounding the purple character Grimace, McDonald’s CEO, Kempczinski, acknowledged that Grimace was the prevailing theme of the quarter. He noted that Grimace had gained significant visibility in recent months and described the character’s viral phenomenon as further evidence of the remarkable marketing impact McDonald’s holds in the present day.
The inspiration behind the spinoff chain, CosMc, traces back to a relatively obscure McDonald’s mascot that featured in commercials during the late 1980s and early 1990s. This character, named CosMc, was portrayed as an extraterrestrial visitor from outer space who came to McDonaldland with an appetite for their food. Given the recent disclosure by the government regarding the existence of aliens and UFOs, CosMc seems like an ideal mascot to bring back and revitalize for the new spinoff venture.
In the past, McDonald’s utilized the Hamburglar as part of its marketing strategy for the Best Burger Ever launch. This special promotion introduced elevated versions of the Big Mac, McDouble, and classic Cheeseburger, designed to be incredibly enticing. The concept played on the notion that the mischievous Hamburglar from McDonaldland was eager to lay his hands on these delectable offerings.
McDonald’s has experimented with smaller concept restaurants like McDonald’s Express before. However, it’s not yet evident whether CosMc’s plans will follow a similar approach.