McDonald’s recently decided to pull the plug on its CosMc’s concept, closing the last five locations just 18 months after launching.
This move comes as the fast food giant struggles to find footing in the competitive world of specialty drinks—a market dominated by big names like Dutch Bros. and Starbucks.
What Was CosMc’s All About?
CosMc’s was McDonald’s bold attempt at creating a drink-focused spin-off.
Named after one of McDonald’s retro mascots, it aimed to attract customers with colorful, customizable beverages and unique signature brews.
Think fun drinks like the Sea Salted Carmelactic Shaken Espresso or the French Toast Galaxy Latte—quite the departure from traditional McDonald’s fare.
The concept was meant to test the waters for a new kind of McDonald’s experience, combining the brand’s DNA with a fresh, quirky personality.
Locations operated mainly in Illinois and Texas, with CEO Chris Kempczinski describing CosMc’s as a “small format concept” designed to bring something new to loyal customers.
Reality Check: The Struggle to Gain Traction
Despite the initial buzz—especially on social media when the first CosMc’s opened in December 2023—the reality on the ground was less promising.
Many people didn’t even know CosMc’s existed, which made it hard to attract regular business.
One Reddit user put it bluntly: “Hard for something to be a success if nobody heard of it.”
Customers echoed this sentiment, describing the spots as quiet and deserted.
One complained about the constant emptiness despite being close by, calling the concept and location choices “stupid.”
Social media users were quick to note how quickly the closures came, reflecting disappointment and surprise.
Early Signs and Sales Numbers
When CosMc’s first launched, some were optimistic.
The stores reportedly pulled in around $1.6 million each within their first eight months—decent for a new concept.
In fact, fans from overseas, including France and the UK, traveled to Illinois just to try these unique drinks.
However, that momentum didn’t last.
McDonald’s started closing locations earlier in the year, shutting down three in January before deciding to end the entire experiment next month.
McDonald’s Bigger Challenges
CosMc’s closure comes at a tough time for McDonald’s financially.
The company faced a 3.6% drop in sales during the first quarter of this year—the worst dip since the COVID-19 pandemic began.
To fight back, McDonald’s is focusing on value-driven deals like the McValue meal to bring customers back.
Though CosMc’s is shutting down, some of its innovative drinks might live on.
Kempczinski mentioned that the company plans to test new customizable drinks inspired by CosMc’s with some franchisees later this year, keeping the spirit alive in a different way.
Not the First, Not the Last: McDonald’s Spin-Off Stumbles
CosMc’s isn’t McDonald’s only recent experiment that didn’t pan out. The chain had also tried pushing plant-based options like the McPlant burger, which was discontinued in 2024 after failing to gain traction in test markets like California and Texas.
Meanwhile, Canada has been testing a McVeggie burger, but McDonald’s hasn’t yet said whether it will bring this to the U.S. market.
Competitors Face Similar Struggles
McDonald’s rivals haven’t had smooth rides either.
Chipotle tried its Farmesa Fresh Eatery concept without much success, and Taco Bell’s US Taco Co. flop in 2014 is still remembered.
But Taco Bell is giving it another shot with a new venture, Live Mas Cafe, which they’re calling “the future of Taco Bell beverages.”
So, What’s Next?
The closure of CosMc’s raises the question: where does McDonald’s go from here?
With an ever-evolving fast food landscape, McDonald’s will likely continue experimenting but may focus more on integrating new ideas into its core brand rather than spinning off separate chains.
For now, fans of CosMc’s drinks will have to wait and see if those flavors pop up elsewhere on the menu—and whether the golden arches can hit the right note in the drink wars.