Investing.com -- McDonald’s Corp (NYSE:MCD). has announced it will be closing its standalone CosMc’s stores, marking the end of its beverage-focused experiment. The fast-food giant first launched these outlets in 2023, aiming to expand its presence in the rapidly growing drink sector.
The primary aim of the CosMc’s initiative was to provide a learning platform for the McDonald’s System. According to the company, the insights gathered from this experiment have offered them a new approach to connect with their fans.
Building on the knowledge acquired from the standalone CosMc’s locations, the company will be introducing CosMc’s-inspired flavors to McDonald’s as part of an upcoming US beverage test. This move aims to integrate unique tastes into the McDonald’s experience. The company also mentioned the formation of a dedicated team focusing on beverages, expressing confidence in their ability to deliver more innovative and tasty drinks to a wider audience.
The CosMc’s concept started with the belief that McDonald’s could succeed in the expanding beverage market. It took shape as a multi-location, small format, beverage-centric concept. This allowed the company to test new bold flavors and different technologies and procedures without affecting the existing McDonald’s customer and crew experience. The creation of a Learning Lab enabled the CosMc’s team to test and learn in real customer-facing environments, which allowed for increased agility and speed. Rapid adjustments and edits to the menu based on feedback led to more focused choices for their fans as the test went on.
The company has gained valuable insights from the CosMc’s test. As part of the next testing phase, starting in late June, all standalone pilot CosMc’s locations will be closed on a rolling basis and the CosMc’s app will be discontinued.
McDonald’s expressed excitement about sharing more about their beverage developments and tests in the future. The company encourages fans to stay tuned as they continue to explore new horizons and bring fresh, exciting flavors to their customers.
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