On Dec. 8, 2023, CosMc's, the new space－themed spinoff from McDonald's, opened its first location in Bolingbrook, Chicago. The drive-thru-only restaurant offers a Starbucks-meets-Sonic menu, featuring features brand new lemonades and teas, blended beverages, and cold coffee, as well as a small lineup of food, with plans to have roughly 10 locations by the end of 2024.

        CosMc’s, which the fast-food chain describes as having a “beverage-led” menu, takes its name from a McDonald’s character from the ’80s, an alien that stole McDonald’s menu items to bring to its home planet, CosMcland. The new brand employs imagery of aliens and planets set against a blue and yellow color scheme, with one-half of McDonald’s iconic golden arches visible on signage.McDonald’s use of the CosMc‘s character instead of an already popular character like Grimace may stand to help the new brand appeal to a younger demographic. The value of the CosMc ’s character, lies in its backstory, which McDonald’s can use to build its brand identity.

        According to Braden Douglas, founding partner at Crew Marketing Partners, CosMc’s could help McDonald’s compete with other fast-food players like Starbucks. Mr. Douglas said “ People know that McDonald’s has been a successful franchise for a long time. You have to have enough of that familiarity, but then you have this slight twist that creates a new intrigue for a new audience. But one thing that could set this spin-off brand apart is its ability to employ the brand reputation of McDonald’s. ”

      Founded in 1940, McDonald's Corporation is an American multinational fast food chain, as a restaurant operated by Richard and Maurice McDonald, in San Bernardino, California, United States. Later, it was turned into a franchise and in 1953 the Golden Arches logo was introduced at a location in Phoenix, Arizona. In 2018, its headquarters moved to Chicago, Illinois. In addition, McDonald’s is also a real estate company company through its ownership of around 70% of restaurant buildings and 45% of the underlying land. McDonald's is best known for its hamburgers, cheeseburgers and french fries, although their menu also includes other items like chicken, fish, fruit, and salads. Their best-selling licensed item are their french fries, followed by the Big Mac. As of today, McDonald's is the world's largest fast food restaurant chain, serving over 69 million customers daily in over 100 countries. It is also the second-largest private employer with 1.7 million employees.

        On the ranking of “The 3rd Daguan·Keweiwei World Brand Value Top 900” released on March 18, 2023,  McDonald's brand value was 163.721 billion RMB, ranking the 158th.

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作者：Byron