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McDonald’s CosMc’s has launched a loyalty program

CosMc’s Club allows members to earn points with each purchase, redeemable for rewards and freebies.

Alicia Kelso, Executive Editor

May 28, 2024

2 Min Read
CosMc's signage
CosMc's recently launched its CosMc's Club loyalty program.Courtesy of McDonald's

McDonald’s spinoff beverage concept CosMc’s is just a few months old with just a few units open and just a few more planned to open in totality. But the company is leveraging the benefits of a loyalty program, nonetheless, recently launching its CosMc’s Club.

Per an email from the concept, guests who download the CosMc’s app and sign up for CosMc’s Club via the App Store or Google Play will automatically earn a free drink. From there, members earn points with each purchase, redeemable for rewards and freebies. A $2 CosMc’s Club reward is achieved for every 400 points earned, and $1 spent equals 10 points.

CosMc_s_Club.pngThe loyalty program launch comes as CosMc’s currently only has four locations open (Bolingbrook, Ill., Dallas, Watauga, and Arlington, Texas), with just 10 planned overall. The rest are expected to open by the end this year in Texas. But such programs have been proven to increase frequency and check size and therefore tend to fit well with a habitual concept such as the beverage-forward CosMc’s. The brand specializes in drinks like energy bursts, frappes, iced teas, lemonades, slushies and cold brews. The menu also includes a few sandwiches and baked goods, as well as signature McDonald’s offerings like McFlurrys and Egg McMuffins.

Notably, like its menu innovations, McDonald’s could also likely be leveraging new learnings from CosMc’s Club to incorporate into the chain’s existing loyalty program, which has proven to be wildly successful since its initial launch in 2021, generating over 150 million active members worldwide. During McDonald’s Q1 earnings call, CEO Chris Kempczinski said insights provided by those loyalty members help the company better personalize messaging “at the right time to the right customer, encouraging them to visit even more.”

Related:Why McDonald's created CosMc’s: ‘Specialty beverages is a space we have the right to win’

"When we shift marketing investment from traditional mass media like television, print and billboard ads, to collective investment in modern and digital capabilities to personalize the experience, we drive profitability," he said. 

Contact Alicia Kelso at Alicia.Kelso@informa.com

 

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About the Author

Alicia Kelso

Executive Editor, Nation's Restaurant News

Alicia Kelso is the executive editor of Nation's Restaurant News. She began covering the restaurant industry in 2010 for QSRweb.com, FastCasual.com and PizzaMarketplace.com. When her son was born, she left the industry to pursue a role in higher education, but swiftly returned after realizing how much she missed the space. In filling that void, Alicia added a contributor role at Restaurant Dive and a senior contributor role at Forbes.
Her work has appeared in publications around the world, including Forbes Asia, NPR, Bloomberg, The Seattle Times, Crain's Chicago, Good Morning America and Franchise Asia Magazine.
Alicia holds a degree in journalism from Bowling Green State University, where she competed on the women's swim team. In addition to cheering for the BGSU Falcons, Alicia is a rabid Michigan fan and will talk about college football with anyone willing to engage. She lives in Louisville, Kentucky, with her wife and son.

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