McDonald's might never expand CosMc's. But the spinoff could still pay dividends
Is McDonald's New CosMc's Doomed to Fail?
McDonald's has launched a new spinoff called CosMc's, aimed at attracting younger consumers with customizable drinks and coffee, competing with chains like Starbucks. Although CosMc's has opened only four locations since its debut, the brand is experimenting with a mobile app and loyalty program to enhance service and gather customer insights. Despite the initial hype, the future of CosMc's expansion remains uncertain, but the insights gained from this venture could still be valuable for McDonald's overall strategy.
What specific features does the CosMc's mobile app offer to enhance customer service and engagement?
The CosMc's mobile app offers several features to enhance customer service and engagement. Firstly, customers can use the app to place orders for pickup either inside the restaurant or through the drive-thru lane. This allows for a more convenient and faster service experience. Secondly, the app includes a loyalty program called CosMc's Club, where members can earn 10 points for every dollar spent. Once they accumulate 400 points, they can redeem them for $2 rewards. This encourages customers to return and engage with the brand, fostering loyalty and increased spending. Overall, the app aims to provide a seamless and rewarding experience for customers, enhancing their connection with the CosMc's brand.
How does CosMc's handle the customization of drinks, and what options are available to customers?
Customization Options at CosMc's
CosMc's offers a high level of customization for its beverages, which is a central feature of its menu. Customers can personalize their drinks with various options, making the experience highly tailored. For cold beverages, there are up to nine categories of customization available. For instance, the Berry Hibiscus Sour-Ade allows customers to choose the amount of ice, add or remove dried fruits like dragonfruit, blueberries, strawberries, or lemon wheels, and select from two of eight available fruit syrups6. Additionally, customers can add supplements such as an "Energy Shot," "Pre-Workout Shot," or Vitamin C Shot, and choose from options like fruity boba and sweet popping boba6.
Even More Choices for Hot Beverages
The customization extends more deeply into hot beverages, with some drinks offering up to 15 categories for personalization. The Tumeric Spiced Latte exemplifies this with choices ranging from milk type (four options) to syrup flavor intensity ("Lite" or "Extra"), and additional selections like an espresso shot, black pepper sprinkles, up to ten servings of three different sweeteners (liquid cane syrup, Splenda, and sugar), hot foam, whipped cream, and even the beverage's temperature ("Not Too Hot" or "Extra Hot"). This extensive customization aligns with current consumer trends favoring personalized food and drink experiences.