It came from outer space and may not sound particularly appealing to consumers, but fast food chain McDonald’s is hoping people on Earth will embrace its new restaurant plan, the first since it launched more than 60 years ago.
McDonald’s unveiled its new CosMc menu, named after the orange alien mascot that McDonald’s used in its advertising in the 1980s, and said the company decided to do so after “millions and millions of aliens” offered one unique drink selection and food. the concept is down to earth.
But fans risk being alienated when they visit the first of the new restaurant, which opens in suburban Chicago later this month. First, they won’t get out of their cars because there are no seats in this new world of takeout only. There are no burgers or fries either.
Just before socially distanced customers lose their balance and defy gravity, there’s McDonald’s signature Egg McMuffin, McFlurry and coffee.
The Chicago project, which plans additional CosMcs in Texas next year, will include auto repair services and mobile phone ordering to speed up sales. The company says its menu will be “discovery-driven beverages,” including “specialty sodas and teas, delicious cocktails and iced coffee.”
Martians also seem to have a sweet tooth, as CosMc offers a platter of sweet snacks ranging from churros to chocolate and marshmallows.
The space plan, which McDonald’s studied for more than a year before launching this month, is aimed at taking market share from rivals such as Dunkin’ Donuts and Starbucks, said Morgan Flatley, global chief marketing officer. “We knew we needed a differentiated idea that had global appeal and could generate high returns,” he said.
CEO Chris Kempczinski said the idea for CosMc’s is to offset the decline in afternoon sales the company is currently experiencing. He said the complexity of the drink offerings, such as pear-flavored slushies and turmeric lattes, would make it impossible to fit into existing restaurants.
“This is a $100 billion category that is growing faster than the rest of the (conventional restaurant) sector and generating higher profits. And we believe that we have the right to conquer this space,” he said.
McDonald’s is also testing new systems at smaller CosMc restaurants, including multiple drive-thru lanes that control traffic flow based on order complexity. McDonald’s says that with increasing demand for delivery, it is important to bring restaurants even closer to customers so that food is delivered faster and hotter. In 2017, McDonald’s global sales were $1 billion. Now that’s more than $16 billion.
Mr Kempczinski declined to speculate on the success of the new pilots, which the company says will not be brought to the UK. Asked about expansion plans, he said: “Based on what we learn, we will see how it works or not with the core brand.
CosMc’s new idea is part of broader plans to open an additional 10,000 new brick-and-mortar McDonald’s stores worldwide and increase loyalty program membership from 150 million to 250 million active users by 2027, generating $45 billion in revenue ($35.7 billion). pounds sterling) per year.
The company emphasized that it is not moving away from its core menu of burgers and fries, which accounts for nearly two-thirds of sales (65 percent). Chicken sales now rivaled beef sales, reaching $25 billion a year and growing rapidly.
Joe Sempels, president of McDonald’s International Licensed Markets, said the company also sees significant opportunities to increase coffee sales. Eight million cups of coffee are sold every day, he said. McDonald’s plans to promote one brand – McCafe – and reduce its equipment suppliers to make coffee more consistent around the world.
Source: I News
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