McDonald's launched CosMc's as a specialty beverage spin-off to tap into the growing interest in non-traditional drinks among Gen Z consumers. Initially met with enthusiastic crowds, the drive-through-only concept faced challenges and underwhelmed in performance, leading to its closure. Announcing plans to shutter all five locations by late June 2025, McDonald's will instead introduce CosMc's-inspired flavors in its regular outlets, marking a shift in strategy amidst declining sales in the fast-food sector.
Experts have identified key reasons for CosMc's underwhelming performance, noting it served a niche market that did not translate to broader appeal and often lacked clarity in branding.
Despite the closure of CosMc's, McDonald's plans to integrate inspired flavors into its traditional locations, which experts see as a strategic pivot toward successful beverage options.
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