McDonald’s to open a network of “space” mini-restaurants
The McDonald’s chain will open a number of mini-restaurants under a new brand early next year. Some details of this project were disclosed late last week along with the second-quarter earnings report, CNBC reports. MC.today’s editorial team recounts the details.
So far, it is known that CosMc’s is a “small” format that will operate in a “limited geography.” It will have all the classic McDonald’s attributes, but it will have a unique personality, according to the company’s CEO Chris Kempchinski.
The new brand was named after the chain’s mascot, CosMc, who was famous at the turn of the 1980s and 1990s. It’s a UFO-like object from the advertising of the time that flew to McDonald’s from outer space on a trade mission.
According to speculation, the company decided to bring back CosMc after the successful “revival” of another Grimace mascot. In June, the Grimace Birthday Meal menu was launched in restaurants in the United States, with a bright purple milkshake as its trademark. The new product quickly became popular on social media and helped to increase restaurant traffic and sales in the United States.
This is not the first attempt by McDonald’s to go beyond its core business. In the late 1990s, the company acquired Donatos Pizza and Boston Market, a chain of pizzerias and burger joints specializing in chicken dishes, as well as a stake in Chipotle Mexican Grill, which offers traditional Mexican cuisine. However, McDonald’s later abandoned all three projects.
