Back to today’s briefing

Story perspectives

McDonald's Shutters CosMc's: Focuses on Core Menu

5/26/2025

29 4

Summary

Story summary

McDonald's will close all five CosMc's locations by June 2025, just 18 months post-launch.
CosMc's aimed to compete in the specialty drink market with customizable beverages and light snacks.
Successful CosMc's drinks will be incorporated into McDonald's main menu at existing locations.
Declining sales have led McDonald's to refocus on its core offerings.
The CosMc's app will be discontinued alongside the closures.

History

Historical Context

McDonald's closure of its CosMc's locations echoes the company's past struggles with new concepts. In the early 2000s, McDonald's similarly shuttered its "3N1" concept, which aimed to diversify offerings. These failures highlight the brand's ongoing challenge to balance innovation with its core fast-food identity.

1 of 2

Story summary

McDonald's will close all five CosMc's locations by June 2025, just 18 months post-launch.
CosMc's aimed to compete in the specialty drink market with customizable beverages and light snacks.
Successful CosMc's drinks will be incorporated into McDonald's main menu at existing locations.
Declining sales have led McDonald's to refocus on its core offerings.
The CosMc's app will be discontinued alongside the closures.

1 / 2