McDonald’s is closing those experimental CosMc’s restaurants

LOS ANGELES - McDonald’s is pulling the plug on CosMc’s, its experimental beverage-forward concept launched just last year.

Designed to capture the elusive afternoon snack crowd with colorful drinks and customizable treats, CosMc’s quickly made waves online but failed to stick around long-term. The company now says it will phase out all five remaining locations by the end of June.

But fans of CosMc’s vibrant menu don’t need to mourn just yet. McDonald’s confirmed that select beverages—like its turmeric spiced latte and frozen sour cherry energy drink—will be tested at traditional McDonald’s stores in the near future.

Why is McDonald’s closing CosMc’s?

The backstory:

Announced in late 2023, CosMc’s was McDonald’s bold attempt to enter the booming $100 billion specialty beverage and snack market. The small-format stores were optimized for afternoon traffic, offering drinks with names and ingredients more likely to be found at Starbucks or Dutch Bros than the Golden Arches.

But complexity proved a challenge. CEO Chris Kempczinski noted that CosMc’s drinks were tough to replicate within the operational rhythm of a typical McDonald’s. The test locations did provide useful data, allowing McDonald’s to trial new menu tech and tweak offerings based on real-time customer input.

What they're saying:

"This is a $100 billion category that’s growing faster than the rest of casual dining and with superior margins," Kempczinski said during the pilot’s launch, expressing confidence in the company’s ability to compete. However, by 2024, he admitted that CosMc’s drinks may be too complicated to integrate into McDonald’s existing kitchen systems.

Timeline:

Still, the pilot wasn’t a total flop. The company said the concept gave them valuable insights into drive-thru innovation and consumer preferences, which they can now carry over into their core business.

• Late 2023: McDonald’s announces CosMc’s as a small-format pilot concept.
• 2024: One store opens near Chicago HQ; seven more follow in Texas.
• May 2025: Company confirms the remaining five stores will close by late June.
• Summer 2025: Select CosMc’s drinks to begin testing in traditional McDonald’s restaurants.

What's next:

While CosMc’s stores are going away, its spirit may live on in drive-thru lanes across the country. McDonald’s plans to explore which drinks resonate best with its broader customer base and whether simplified versions can be folded into its permanent menu. The CosMc’s app will also shut down as the test winds down.