McDonald’s Corp. has released the latest plans for CosMc’s, the beverage-oriented concept, with the second Texas opening planned April 2 in Watauga and a third debut set for Arlington on April 8, representatives of the company said this week.
The Chicago-based burger brand debuted the first location of the concept in Bolingbrook, Ill., in December, and the second on March 19 in Dallas.
Representatives of the company said the locations vary, depending on the real estate and demographic area.
The Bolingbrook unit, for example, had four drive-thru kiosks for ordering; the first Dallas location had one. However, the first Dallas location offered a lobby with four kiosks and a counter for order pickups.
The Dallas-area locations are among 10 test locations expected from the concept. Nine locations are more projected to open in Texas the first half of 2024.
The company plans to read results from those 10 locations, and “innovate, test, and learn with speed,” as CEO Chris Kempczinski explained during McDonald’s Investor Day event in December. He added that McDonald’s is under indexed in the afternoon occasion daypart.
Representatives for the company said the 6033 Campbell Road Texas location will be joined April 2 by a unit in suburban Watauga, at 7304 Denton Highway, and April 8 by a restaurant in Arlington, at 300 E Abram St. in Abrams Alley.
CosMc’s is based on the chain’s alien character from the 1980s. Kempczinski said the concept fulfills three criteria: It is differentiated; it has global appeal; and it generates strong returns.
McDonald's has more than 36,500 restaurants in more than 100 countries with about 14,300 locations in the United States.
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