McDonald's to take on Starbucks with new spin-off brand CosMc's

McDonald’s has revealed further details of its upcoming spin-off brand CosMc’s, which will have a focus on drinks.

The first store will open in Bolingbrook, Illinois, this month with around 10 pilot locations set to launch across the US by the end of 2024.

CosMc’s will be based in smaller-format sites than traditional McDonald’s restaurants and is designed to target customers looking for an afternoon energy hit to counter “the 3pm slump”.

It will serve a wide range of sugary drinks including a sour cherry energy slush; tropical spiceade; and a s’mores cold brew.

Seemingly targeted at customers with a sweet tooth, the drinks will all be customisable with extras such as flavour syrups and energy or vitamin c shots.

The food menu will include new items such as a spicy queso sandwich and pretzel bites, as well as McDonald’s classic egg McMuffin sandwiches.

Customers will be able to order on digital boards and collect their items from drive-through pickup windows.

The CosMc character is an orange, six-armed, part-robot alien who began appearing in McDonald's adverts in the late 1980's.

One advert still on YouTube sees him arrive on a ‘trade mission’ before joining the company’s mascots Ronald McDonald and furry monster Grimace on a picnic.

The fast food chain announced the CosMc’s spin-off after a purple milkshake released to honour Grimace’s 52nd birthday boosted sales earlier this year when it become a hit on social media.

“Inspired by nostalgia and powered by a menu of bold, refreshing beverages and tasty treats, CosMc’s is landing earthside for us humans to enjoy,” McDonald’s said in an announcement.

In an update to investors, McDonald’s said it planned to open about 10,000 restaurants worldwide by 2027, taking its number of stores to around 50,000.

More than half of the 7,000 restaurants planned internationally will be in China, which is McDonald’s second-largest market.