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McDonald's closes CosMc's: The end of a bold experiment!
McDonald's is closing CosMc's in the US after less than two years. This decision follows falling sales figures and is intended to provide insights for the main range.
McDonald's closes CosMc's: The end of a bold experiment!
The fast food world is turned upside down: McDonald's announced today that it will close all CosMc's branches in the USA after just a year and a half. These special restaurants were launched in response to Starbucks' strong offering and had a clear focus on Generation Z. CosMc's not only offered unusual drinks such as iced matcha lattes, but also various creative flavor combinations that were intended to particularly appeal to younger customers, reports the Mercury.
After the experiment ends, five CosMc's stores remain: four in Texas and one in Illinois. The brand stood out above all for its striking, blue-toned design, which alluded to space and aliens. CEO Chris Kempczinski explains that the findings from this limited trial will be integrated into McDonald's core product range. The most popular flavors in particular could soon also be found in traditional branches.
Declining sales and adjustments
McDonald's has been struggling with declining sales in the U.S. lately, and the tight economy is making customers less willing to spend money on takeout food. Despite these setbacks, the chain boldly opened 500 new branches in Germany. It remains unclear for the time being whether the CosMc's concept will also be subject to adjustments outside the USA.
While McDonald's has struggled in recent quarters, a latest analysis from dcdx shows how the company remains highly favored by Gen Z. In The Magnetic 100: Restaurants report, the brand ranks first among the most popular restaurant brands of this generation, ahead of competitors like Wingstop and Starbucks. McDonald's achieved over a billion engagements and a score of 89.38, which shows that the brand also provides a lot of conversation outside of food through viral content and memes. The Food Institute highlights that engagement here is measured by organic online conversations, not marketing budgets.
- Top 10 der magnetischsten Restaurantmarken:
- McDonald’s
- Wingstop
- Starbucks
- Chipotle
- Taco Bell
- Crumbl Cookies
- Raising Cane’s
- KFC
- Chick-fil-A
- Subway
But the big secret to continuing to be the focus of Generation Z is to provide a lasting experience and be consistent. In the fast-paced world of social media, it's often the little details and personal stories that build loyalty and make for good business.