McDonald's Scales 500-Store McCafé Roll-Out After Five CosMc's Test Sites
MCD•McDonald's tested five CosMc's standalone beverage concept restaurants over eighteen months, then integrated learnings into a 500-store McCafé roll-out that surpassed expectations by boosting incremental snack, dinner and evening visits. McDonald's national crafted beverage lineup mirrors structural investment models proven by Taco Bell, KFC and Chick-fil-A.
1. CosMc's Concept Testing Phase
McDonald's opened five CosMc's standalone beverage concept restaurants over eighteen months to trial new equipment, processes and staffing models without impacting core operations.
2. McCafé Nationwide Roll-Out
Findings from the CosMc's pilot were integrated into McCafé, leading to a 500-store test that surpassed forecasts by boosting incremental snack, dinner and evening visits and informing a national crafted beverage launch.
3. Industry Structural Investment Trend
McDonald's approach reflects a broader QSR shift, where Taco Bell's Live Más Café, KFC's Kwench and Chick-fil-A's Daybright concepts prioritize dedicated beverage infrastructure over promotional LTO strategies.
