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McDonald's concept CosMc's could win the coffee war against Starbucks and Dunkin'

McDonald's has begun to open the first locations of its experimental, retro coffee drive-through. CosMc's is entering a crowded market, but may have a playbook for success.
Enthusiasts flocked to the Chicago suburb of Bolingbrook, Illinois, to get their first taste of CosMc's menu (Credit: Getty Images).

Enthusiasts flocked to the Chicago suburb of Bolingbrook, Illinois, to get their first taste of CosMc's menu (Credit: Getty Images).

The promise of galactic beverages drew hundreds to the Chicago suburb of Bolingbrook, Illinois, last Thursday. Customers queued for hours; some offered bribes to shorten their wait. Lines of cars snaked around the village of fewer than 80,000 residents, all in pursuit of one thing: a specialty sip from CosMc's, McDonald's new beverage concept store.

The restaurant, which was announced only a day before its soft opening on 7 December, is "rooted in beverage exploration". Unlike a standard McDonald's storefront, CosMc's is drive-through only; the new approach also leans into what the company calls "bold and unexpected flavour combinations": think specialty lemonades, cold-coffee concoctions and signature slushes. McDonald's plans to open approximately 10 pilot locations in the US by the end of 2024.

It's entering a crowded-and-growing market of fast-coffee heavyweights. According to data from Allegra World Coffee Portal, an insights platform focused on the coffee industry, the branded-coffee market currently stands 7% above its pre-pandemic size, with market leaders Starbucks and Dunkin' projected to reach 16,144 and 9,434 US stores in 2024, respectively.

These numbers may be daunting for a new player in the fast-coffee space – but experts say CosMc's may be poised to carve out its own place in the highly competitive landscape.

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Author: Editors Desk

Source: BBC News:

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