Goodbye McDonald's: the chain has already confirmed some closures in the U.S.

McDonald’s has always been synonymous with innovation in the fast food world. In recent years, the company has invested in different projects to expand its offerings and attract new audiences, especially in a competitive market. However, not all of these proposals manage to meet the expectations set at the beginning.

Recently, McDonald’s announced the permanent closure of CosMc’s in the United States, one of its most recent ventures focused on creative beverages. Launched in December 2023, this concept failed to take off as desired and will close all its locations in June 2025, leaving valuable lessons about consumer preferences and the operation of new formats.

A Risky Concept That Failed to Consolidate

CosMc’s was born with a different proposal within the McDonald’s universe. Inspired by an advertising character from the 1980s, this project tried to attract a young audience with a modern style and a very unique beverage selection. The menu included creations such as churro frappés, iced matcha lattes with vanilla, and lemonades infused with green tea and blueberries.

In addition, the experience was designed to be fast and convenient, with a drive-thru self-service system that matched current fast food trends. Despite its innovative proposal and the backing of a major chain, the concept failed to achieve the expected expansion or the commercial acceptance needed to keep it long term.

Little Growth but Valuable Lessons

McDonald’s ambition was to open more than ten CosMc’s locations, mainly in Texas, but they only managed to operate five branches, Mundo Deportivo reveals. These establishments were located in Illinois and in various Texas cities such as San Antonio, Fort Worth, and Allen. The decision to close this line responds to a strategic analysis of its performance, according to the company itself.

Although the project was not profitable, McDonald’s emphasized that the experience provided useful information about their customers’ preferences and operational processes that could be applied to their traditional offerings. Some of the most popular flavors and beverage combinations from CosMc’s could soon be integrated into regular menus, thus keeping alive the innovation that emerged from this trial.

The closure of CosMc’s doesn't mean the end of the search for new ideas for the brand. McDonald’s continues to explore ways to renew its menu and attract different types of customers. However, competition in the beverage sector is strong, with specialized brands such as Starbucks and Dunkin’ Donuts that have dominated the market for years.

To compete in this field, McDonald’s will need to strengthen its strategy and structure, taking advantage of the experience gained during the CosMc’s project. Although creating a business from scratch presents significant challenges, the company appears willing to continue innovating in the United States.