It’s widely acknowledged that McDonald’s is a top global brand with thousands of restaurants around the world. But now the company seem to be focused on additional places not just on the globe, but in the universe. It’s launching a new concept cafe called CosMc’s (get it? Cosmic?) that will be in a much smaller space and four drive-through lanes for to-go foods only.
CosMc’s has a much smaller footprint than the traditional McDonald’s restaurant and does not have a dining area, but does have four drive-through lanes and a menu heavily focused on drinks and snack sandwiches. No burgers and fries in sight.
The first CosMc’s location recently opened outside of Chicago. According to a McDonald’s news release “CosMc’s menu is rooted in beverage exploration, with bold and unexpected flavor combinations…”
The menu features unique iced drinks with out-of-this-world flavor, and foods such as Egg McMuffin, small sandwiches, ice cream, and snacks. CosMc’s is focusing on the growing trend of consumers who want take-out food, not dine-in. According to market research firm Circana, only 14% of fast-food meals are eaten in-stores, with the rest going to take-out foods. And, when it comes to beverages, Starbucks estimated that roughly 75% of its U.S. beverage sales are from cold drinks.
CosMc’s claims to have served millions of aliens, but that might just be marketing hype (really?)
We’re ready to blast into outer space, iced drink in hand!
(Note – CosMc’s is named for an orange alien mascot shown in past McDonald’s ads who tried to transport McDonald’s food back to his home planet.)
Group Activities and Discussion Questions:
- Show video about CosMc’s: https://youtu.be/sGWGShv_UVA?si=1NPI4reQ6fxrcxsw
- Show CosMc’s website: https://cosmcs.com/
- What company is CosMc’s competing with using this menu?
- Discuss competition: Who are the direct competitors for this product? Indirect competitors?
- Divide students into teams. Have each team compare CosMc’s menu with a competitive menu. What are the points of difference (what makes CosMc’s menu different from competition)?
- Where can CosMc’s excel? Where can it fall short?
Source: Haddon, H. (6 December 2023). McDonald’s to launch CosMc’s, an alien-inspired restaurant serving slushes to-go. Wall Street Journal.
