The drive-thru-only concept, which opened its doors in the outskirts of Chicago last month, has seen a surge in patronage, with visitor numbers more than double that of a standard McDonald's outlet.
According to data from business insights platform Placer.ai, the "small-format, beverage-led" establishment attracted a significantly higher number of customers in December 2023, despite only opening on December 7.
"CosMc’s saw more than double the number of visits that a typical McDonald’s saw chainwide during December 2023 and more than triple the number of visits per square foot," stated a report published by Placer.ai on January 6. The report further noted that the visitation numbers could have been even higher if the location had the capacity to meet the overwhelming demand.
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The pilot CosMc's restaurant, situated in Bolingbrook, Illinois, was so popular during its opening week that local law enforcement had to be called in to manage the traffic around the premises. With a floor area of approximately 2,500 square feet, CosMc's is significantly smaller than the average McDonald's store, which typically spans between 4,000 and 4,500 square feet. However, this compact layout aligns with CosMc's business model of serving beverages and small snacks rather than full meals.
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The menu at CosMc's includes a range of items, from "Signature Galactic Boosts" (caffeinated fruity drinks), iced teas, lemonades, slushes, and frappes, to a variety of coffee drinks. The food options include a spicy queso and creamy avocado tomatillo sandwich, filled donuts known as McPops, savory hash brown bites, and pretzel bites.
Currently, the Bolingbrook outlet is the only CosMc's in operation in the U.S. However, McDonald's has plans to open approximately 10 more pilot locations in Texas by the end of 2024.
When Placer.ai visited the site, they reported that "roughly 80 vehicles" were in line, necessitating the use of a separate parking lot at a nearby shopping center. Customers order from dynamic menu boards and use cashless payment devices to speed up the payment process. Once orders are ready, customers are directed to assigned pickup windows.
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Online ordering is not yet available at CosMc's, which may be contributing to the lengthy wait times in the restaurant's four drive-thru lanes. However, according to the CosMc's website, this feature is "coming soon!"
McDonald's representatives have yet to comment on the success of the CosMc's concept.
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The Placer.ai report highlighted McDonald's previous struggles to differentiate its coffee business with its McCafe menu and standalone locations, particularly in competition with brands like Starbucks.
"CosMc's is interesting from this perspective, as it may allow the company to build a brand more naturally and stand out with a younger audience," the report concluded.
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