The Fast Food restaurant chain McDonald’s announced the closure of the brand’s premises Cosmc’s After only two years from the start of the project. The strategy behind this new brand was to introduce itself into the bibite and snack market, manned in the US by very established realities such as Starbucks.
The results However, they were not satisfactory And the company has announced the end of Cosmc’s. Not all the experience will be lost: part of the drinks will in fact enter the menus of normal McDonald’s restaurants.
McDonald’s closes Cosmc’s
The decision to close Cosmc’s came suddenly. The chain of premises based on the sale of drinks Particular and customizable had started less than two years ago, in 2023, when McDonald’s had decided to try to enter the drinks sector, to compete in the United States in giants such as Starbucks
“Dear estimated customer, on June 23, 2025the loyalty program of the Cosmc club, the mobile app and web ordination services will be interrupted. Please note that all points earned and prizes must be used before this date, as they will be lost after this date according to our terms and conditions. We appreciate your loyalty and business. Thanks for your understanding ”reads the message that appeared on the company’s website.
The idea was to compensate for customers in McDonald’s restaurants in the afternoon through one new offerwho pointed to those who wanted a snack during the day. A mission proved to be too difficult, especially because of how much the competition is widespread in the American market.
What was Cosmc’s
The offer of the Cosmc’s premises was made up of very particular drinks. We start from common drinks also in Europe, such as the Match milkoriginally from Japan, or the Energy Drinkthen arrive in Granite to the Fico d’India with sparkling caramels. Products aimed at American customers, who has developed a particularly sensitive taste over the years to this type of product.
Not surprisingly, all Cosmc’s premises were still located in the United States. The first 10 stores were located in Illinois and were born in 2023. In 2024 the first expansion had arrived, with another 10 in Texas. The intentions of the CEO Chris Kempczinski They were appropriately appropriating the 100 billion dollars of turnover of the US Beverage sector.
What remains of the experience
After only two years, however, McDonald’s was forced to admit failure. In the United States, the beverage sector is dominated by reality, such as Starbucks or Dutch Bros, which have a established identity, very different from that of the F chainAST FOODand a position that can hardly be attacked.
However, McDonald’s would not intend to erase this experience entirely. A part of the products sold by Cosmc’s, the most successful ones, will be introduced in the menus of normal chain restaurants and, if they confirm expectations, they could also arrive in the future in Europe.
