McDonald’s to Close CosMc’s, Its Beverage-Focused Brand — Here’s Why It Matters
McDonald’s will shut down CosMc’s, its short-lived beverage-focused brand, by June 2025 after just 18 months of testing. The decision comes from lessons around operational complexity, limited customer customization, and strategic alignment. McDonald’s now plans to bring the most successful CosMc’s drinks into its main restaurants and build a dedicated beverage innovation team. This marks a shift from creating new brands to optimizing its iconic fast-food experience with new flavors.