Specialty Drinks Go Mainstream as McDonald’s Retires CosMc’s

McDonald’s is saying goodbye to CosMc’s, its short-lived standalone beverage spinoff. The fast-food giant announced on Friday that it will be closing all five CosMc’s locations, starting in late June, marking the end of its experiment in the specialty drink market.

CosMc’s: A Brief, Bold Test

Launched in 2023, CosMc’s was McDonald’s attempt to tap into the booming world of customizable, specialty beverages — a space increasingly dominated by coffee shops and trendy drink chains. With only five locations, including one in San Antonio, Texas, CosMc’s acted as a testing ground for unique drink flavors and new ordering technologies.

The idea? Let innovation happen without disrupting the flow at traditional McDonald’s outlets.

CosMc’s Concept Isn’t Gone

While the physical CosMc’s stores are on their way out, the concept lives on. The company confirmed that “CosMc’s-inspired” drinks will soon start appearing at hundreds of regular McDonald’s locations across the U.S. It’s a strategic pivot — leveraging the brand’s 14,000+ restaurants to reach a wider audience and test drink popularity at scale.

McDonald’s – Internal Team to Drive Drink Innovation

The global fast-food leader isn’t stepping away from beverages. In fact, the company is doubling down, having recently formed a dedicated in-house team focused solely on beverage innovation. It’s a clear sign that the golden arches see major growth potential in this high-margin segment, traditionally led by players like Starbucks and Dunkin’.

The CosMc’s App Will Also Go Dark

Along with the store closures, the CosMc’s mobile app will be discontinued in the coming weeks. All five locations are expected to shut down completely by mid-2024.

Why It Matters

Industry expert John Gordon pointed out that McDonald’s has been relatively quiet in the specialty drink space compared to rivals. But with higher profit margins on beverages and changing consumer preferences, the shift makes sense. Instead of building an entirely new chain, McDonald’s is bringing the innovation home — to the menu millions already know.

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