McDonald’s Plans Spinoff Restaurant Brand

McDonald’s (Chicago) is creating a spinoff restaurant chain called CosMc’s, executives said in an earnings call related to the fast-food giant’s second-quarter results, CNBC reports. The name for the new brand comes from CosMc, a McDonaldland mascot who appeared in the chain’s ads in the late 1980s and early 1990s.

“CosMc’s is a small format concept with all the DNA of McDonald’s, but with its own unique personality,” McDonald’s CEO Chris Kempczinski said during the earnings call.

The company said it will test CosMc’s in a handful of sites in “a limited geography” in early 2024. McDonald’s said it will share more details about those plans at its investor day in December.

The move to revive CosMc comes on the heels of the return of another McDonald’s mascot, Grimace, whose whose limited-time purple shake became a viral sensation and bolstered the chain’s U.S. business in recent months, the cable news network noted.