McDonald's to create new spin off restaurant in early 2024

McDonald’s is all set to test out its new restaurant idea, called ‘CosMc’s’, named after McDonald’s' alien character.

According to media reports, this was revealed in an analyst call during the company’s second-quarter financial results, McDonald’s’ President and CEO, Chris Kempczinski said that CosMc is a small format concept with all the DNA of McDonald’s but with a twist.

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The company is reportedly planning to start testing the concept in a handful of locations next year, with more details set to be revealed at the end of the year, during the company’s investor day.

A strategic move on McDonald’s part, it is clear that campaigns involving characters work well for the brand. Just recently, McDonald’s tapped into childhood nostalgia by collaborating with Krool Toys on an exclusive video game, to celebrate the 52nd birthday of its purple biped mascot Grimace.

Grimace is a McDonald’s fan-favourite known for his signature fuzzy purple look, friendly and playful personality, love for shakes and is said to come from Grimace Island, according to a statement by the brand.

During the analyst call, Kempczinski added that McDonald’s’ brand’s marketing efforts have led to higher food quality scores. He added that the more customers love the brand, the more they love its food.

In a statement about the company’s second-quarter results, McDonald’s said that growth in America could be attributed to “culturally relevant brand and marketing campaigns and continued digital and delivery growth contributed to strong comparable sales results.”

Earlier this year, McDonald's Malaysia and KL Tower partnered up to light up the Kuala Lumpur night sky with ‘The Tallest French Fry in Malaysia', in celebration of international French Fry Day. The fast food brand transformed the iconic KL Tower, using it as a canvas to create a larger-than-life McDonald’s French Fry, symbolising the unity of two beloved icons that hold a special place in the hearts of Malaysians, it said in a statement.