Long queues have formed outside the first branch of new McDonald’s concept brand CosMc’s – but will the new retro-themed, drinks-focused brand have staying power?
Fast-food companies are dreaming of more customers like 21-year-old Corinn McKenna.
“I’m here because of the intrigue, and I think the McDonald’s empire is something that’s pretty impressive,” she said. “I first heard about this launch on TikTok.”
Ms McKenna, who ordered a tart, mildly sweet blackberry mint green tea, was among the initial rush of customers at the first CosMc’s, a new brand launched by the burger giant with the hopes of cracking the market for specialty coffees and drinks.
CosMc’s yellow-and-purple design is meant to evoke nostalgia for the brand’s past and is named after a strange and obscure company mascot – a cheeseburger-obsessed orange alien with six arms that featured in McDonald’s advertising starting in the 1980s.
The menu is slightly more up to date. It includes breakfast sandwiches with slight uplifts – one comes with avocado and tomatillo along with egg and sausage – desserts such as filled donut-like pastries called McPops, and snacks including pretzel bites.
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