While generally conservative with both its menu and any spin-offs of its brand, McDonald’s (MCD) briefly tried testing a new restaurant concept rooted in the small-store format and nostalgia.
Between 2023 and 2024, the fast-food chain opened five CosMc locations in Illinois and Texas, only to shutter them all by mid-2025. The original idea was to establish a small store with custom drinks to rival Starbucks (SBUX) and Dunkin’ (DNKN) named after the part-alien, part-car character that the chain featured in commercials between the late 1980s and early 1990s.
The concept, however, ultimately proved too difficult to roll out.
“We’ve learned so much, so quickly from the CosMc’s test,” McDonald’s said in a statement. “It allowed us to test new, bold flavors and different technologies and processes — without impacting the existing McDonald’s experience for customers and crew.”
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McDonald’s says it’s ‘seeing real momentum in beverages’
As such, the Golden Arches will now redirect to testing new coffee and flavored soda drinks initially planned for CosMc at 500 regular McDonald’s locations in the Midwest.
These include a Toasted Vanilla Frappé, a Strawberry Watermelon Refresher and Popping Tropic Refreshers, a Creamy Vanilla Cold Brew, and a Sprite Lunar Splash, as well as others not yet announced by the chain.
The drinks will be sold at Wisconsin and Colorado locations from Sept. 2 and are designed to show McDonald’s what kind of flavors sell, as well as whether the demand for the new items makes it worth investing in a wider rollout.
Related: Taco Bell to add three popular desserts to permanent menu
“We’re seeing real momentum in beverages, with more people – especially our Gen Z fans – turning to cold, flavorful drinks as a go-to treat,” McDonald’s USA Chief Marketing Officer Alyssa Buetikofer said in a statement. “It’s a great opportunity for us to meet our U.S. customers’ evolving tastes and show up in new moments, like afternoon refreshment or snack breaks.”
The drinks are also meant to attract customers with eye-popping colors and extravagant toppings.
The Sprite Lunar Splash adds a bright pink topping to the drink’s signature clear color, while the Strawberry Watermelon Refresher is decorated with chunks of strawberry floating inside the bright pink drink.
These offerings also open the door for potential future collaborations with various soft drink brands.
The new drinks will be made available in some states on September 2.
Image source: McDonald’s
Why is McDonald’s so focused on drinks? Everyone else is doing it
McDonald’s competitors have already made similar moves. Wendy’s (WEN) recently launched three new summer sour drinks in partnership with Powerade earlier this summer, while Yum! Brands (YUM) -owned KFC launched a “dirty soda” made with Mountain Dew in April.
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Worth $629.2 billion globally in 2024, the soft drinks market is expected to reach as much as $886.2 billion by 2033. The specific drinks spiking demand include both canned and bottled versions purchased in stores and the customizable soft drinks sold inside cafes and pioneered on the large scale by companies like Dutch Bros (BROS) .
The new McDonald’s drinks will feature CosMc branding and be marketed as flashy new menu items with which visitors can spice up their regular orders.
Related: McDonald’s brings back experimental menu item 13 years later