McDonald’s CEO Chris Kempczinski shares the company’s plan to introduce a new spinoff chain of smaller restaurants named CosMc’s in 2024.
CosMc, a yellow-colored character that is part alien and part robot, made its debut in the second phase of McDonaldland, the fictional world of Ronald McDonald and his friends.
Appearing in McDonald’s ads from 1987, CosMc has a unique backstory. It originated from space and discovered McDonald’s burgers and fries, prompting it to relocate to Earth. CEO Chris Kempczinski described CosMc’s as a small-format concept that will retain McDonald’s core identity while possessing its own distinct personality.
The details of how CosMc will fit into the new brand are yet to be fully revealed. The initial testing will take place in a limited number of locations in a specific geographical area starting early next year. Kempczinski mentioned that further information and development plans for this spin-off concept will be unveiled during the company’s investor day in December.
In the ’80s McDonald’s ad, CosMc’s story unfolds as a UFO-like object lands in McDonaldland, transforming into the character with six arms and introducing itself as a visitor from outer space on a trade mission. Ronald McDonald and CosMc later become friends and embark on space adventures together, visiting a “fly-through” to order Happy Meals.
The decision to revive CosMc follows the recent successful return of another McDonaldland character, Grimace. The lovable purple mascot, who underwent a friendlier makeover, gained significant popularity and engagement in a campaign celebrating its 52nd birthday.
McDonald’s strong second-quarter earnings report, combined with the success of Grimace’s campaign, contributed to the brand’s revenue of $6.5 billion in the latest quarter, surpassing Wall Street’s expectations of $6.27 billion. With over 13,513 restaurants in the US and more than 38,000 worldwide, McDonald’s continues to explore new avenues to expand its brand appeal.