McDonald’s will bring an expanded lineup of CosMc’s beverages to more than 500 locations in Wisconsin, Colorado and surrounding areas on Sept. 2 as part of a broad test of a new drink platform, the company said on Thursday.
The Chicago-based chain revealed some, but not all, of the items in the test, including a Toasted Vanilla Frappe, Strawberry Watermelon Refresher, Sprite Lunar Splash, Popping Tropic Refresher and Creamy Vanilla Cold Brew.
The move comes two months after McDonald’s revealed that it would close its remaining CosMc’s test locations and instead focus on using what it learned from that concept to fuel an expanded beverage lineup inside its existing locations.
The fast-food giant is looking to beverages to potentially generate more sales and more traffic. It also follows rival Taco Bell’s announcement of an expansion of its own in-store beverage concept, Live Mas Live.
“We’re seeing real momentum in beverages, with more people, especially our Gen Z fans, turning to cold, flavorful drinks as a go-to treat,” Alyssa Buetikofer, chief customer experience and marketing officer with McDonald’s USA, said in a statement.
The beverage business in the U.S. is rapidly evolving as a wider array of drinks are being offered inside restaurants, as the centerpiece for entire chains and at convenience stores. Consumers, less likely to consume three full meals a day, are more likely to buy a beverage such as a dirty soda or a boba tea in the afternoons.
Beverage concepts like Dutch Bros, 7 Brew, Swig and a generation of boba tea franchises are growing rapidly.
These concepts are putting more traditional chains on their heels, such as Starbucks, which has seen its sales weaken of late. And it is leading more restaurant chains to look at expanding their beverage lineups as consumers make it clear they want a wider beverage offering.
McDonald’s will use its test to determine what beverages its customers want and to fine-tune operations in preparation for a potential national launch.
“We’re not just adding drinks to the menu, we’re advancing our global beverage platform that fits naturally with how people already enjoy McDonald’s,” Charlie Newberger, beverage category lead for McDonald’s, said in a statement. “We’ve got the structure, the tools and the team to move fast and scale what works. The first test in the U.S. market is a big step in our global direction.”
Members help make our journalism possible. Become a Restaurant Business member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.