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.
The 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.”
"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 [email protected]