A mysterious CosMc’s restaurant under construction in suburban Chicago. A clue, however: next to the brand name, the famous yellow McDonald’s “M” has been installed on the façade. The American fast food giant is preparing to launch its new restaurant concept. Although the group had already announced it last summer, almost no details have yet been revealed about it. Several locations are expected to open in the United States in 2024, according to USA Today.
However, an American real estate investor noticed the transformation works of an establishment in Bolingbrook (Illinois) to adapt it to the colors of the new McDonald’s brand and published several photographs of the future restaurant on social networks. On the façade, blue dominates the yellow CosMc logo, far from the traditional McDonald’s red (or now green for Europe). Next to it, a classic McDonald’s restaurant is already installed.
Coffees and small sandwiches
This new concept derived from McDonald’s will be based on the character of CosMc, a six-armed alien, who appeared in the fast food brand’s advertising campaigns in the 80s and 90s. A way to capitalize on the nostalgia of its consumers. The group regularly plays on this nostalgia argument for pop-up business operations and now plans to take it to the next level by using it to launch an entirely new restaurant chain.
According to the CEO of McDonald’s last July, the new brand will deploy “small format” restaurants with “all the DNA of McDonald’s” and also “with their own personality.” Christopher Kempczinski did not say more, but the first leaked photos of the products offered suggest a competitor to chains like Starbucks. On the menu: coffees, hot chocolates, smoothies, iced teas, sweet and salty snacks and some small sandwiches. Contacted, McDonald’s France did not respond to ask if this concept could be implemented in France.
Source: BFM TV
