McDonald’s are testing a spin-off brand with an alien retro bent called CosMc’s and I’m confused already
It’s possibly one of the daftest names in branding, but the awkwardly spelt CosMc’s is a new spin-off of McDonald’s that is currently being tested in Illinois, USA.
The company says its first “test site” will be serving up coffees, frappes and quick bites, but no hamburgers. Confused yet? I am.
Let’s begin with that name. Despite it being confusing with its upper and lower casing, and possessing an apostrophe as annoying as the original one in the McDonald’s logo, the name (apparently pronounced “cosmics”) comes from retro Maccas advertising.
You see, back in the insane 1980s, there was a McDonald’s ad that featured an extra-terrestrial character called ‘CosMc’ (again, pronounced “cosmic”). He was a six-handed alien that apparently represented the fast food competition (eg: Starbucks, Dunkin’ Donuts, et al).
The ad confused the fast food market big-time, so I’m not really sure why McDonald’s has gone and re-introduced CosMc to the US people.
On its website, McDonald’s says: “Our universe is growing this week as McDonald’s starts testing CosMc’s, a new small-format, beverage-led concept that’s truly out of this world. Inspired by nostalgia and powered by a menu of bold, refreshing beverages and tasty treats, CosMc’s is landing earthside for us humans to enjoy.”
The site says that after the Illinois prototype, a handful of additional outposts will be tested in coming months.
The CosMc’s menu is rooted in “beverage exploration”, featuring fairly unexpected drinks. Folks Stateside will be seeing a range of specialty lemonades, teas and cold coffees with names like Sour Cherry Energy Slush, Tropical Spiceade, and S’mores Cold Brew.
Yes, it’s all sounding very Willy Wonka Does Fast Food (well, fast beverage) but I’m not sure it’s going to work. After all, if CosMc’s didn’t take off first time ’round in the ’80s, what makes Maccas think it’ll work in the already overloaded 2020s?
If you’re going to go nostalgic, keep it simple, mate.
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