McDonald's Cafe Spinoff CosMc's Is a Smart Nostalgia Marketing Play

The Starbucks-style concept chain revives an '80s mascot for the TikTok generation

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The McDonald’s universe is expanding with CosMc’s: a spinoff brand rooted in nostalgia that will serve pick-me-up snacks and coffee.

Described by the fast-food chain’s president and chief executive, Chris Kempczinski, as a beverage-focused restaurant, “with all the DNA of McDonald’s, but its own unique personality,” CosMc’s is set to launch in 10 locations throughout 2024.

McDonald’s will study the results of the trial for at least a year before determining whether to expand.

Investors were given a preview of the concept on Dec.

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