McDonald's is closing CosMc's: what does this mean for the future?

McDonald's is closing CosMc's: what does this mean for the future?

Fast food chain McDonald's has pulled the plug on its highly anticipated restaurant concept CosMc's in the US. After just a year and a half and five stores - four in Texas and one in Illinois - the experiment is being discontinued. This decision comes at the same time as the closure of the associated app and bonus program in June 2025, as Mercury reported.

CosMc’s was specifically aimed at Generation Z and offered an eye-catching ambience with blue walls and alien motifs, including creative drinks like iced matcha lattes. However, CEO Chris Kempczinski does not see the CosMc’s project as a failure. Rather, he sees the experiences as a kind of test laboratory for new tastes and technologies. Findings from this concept will be incorporated into McDonald's regular range, and it could well be that the most popular offerings will soon also be found in conventional branches.

The goal of Generation Z

But what made CosMc’s so special? At the opening of this new format in Bolingbrook, Illinois, customers lined up and some even offered bribes to shorten their wait. This shows that with CosMc's, McDonald's is penetrating a golden niche in the coffee market, which is currently 7% larger than before the pandemic. Young consumers in particular who like personalized beverage options were specifically targeted. These include unusual combinations such as S'Mores Cold Brew and fruity slushes, which are more appealing to the younger target group BBC reported.

The secret to McDonald’s success in reaching Generation Z lies not only in its variety of offerings, but also in its brand presence. McDonald’s has established itself as the most magnetic brand in current rankings. In a report that analyzed Gen Z's interactions with various brands, McDonald's came in first place. The assessment was based on engaging, organic online conversations, showing that fun and interaction are the main focus. The overwhelming volume of over 1 billion engagements underscores the company's success in this younger demographic, as shown Food Institute can be read.

Challenges and new paths

Although McDonald's recently opened 500 new branches in Germany, there are still concerns in the USA. Recent sales figures show a decline, indicating the tight economic situation. Customers appear to be spending less money on takeaway food, increasing pressure on fast food giants. Nevertheless, McDonald's remains optimistic and plans to integrate the findings from the CosMc's project into the main brand. In the long term, this could be the decisive strategy to overcome the less successful period.

Overall, it shows that McDonald's is not stretching its wings despite the closure of CosMc's. The company is thoroughly studying what elements from this experiment can be incorporated to ensure continued success in the future.