(New York) McDonald’s will launch, in early 2024, a new restaurant chain, called CosMc’s (pronounced cosmics), a concept focused on drinks, breakfast and sweet dishes, which will initially only have 10 points of sale.

The name of this new brand is directly linked to a character from the McDonald’s universe, CosMc, a six-armed, saucer-shaped alien, seen in advertisements for the fast food giant between 1986 and 1992.

The company plans to open a branch in the Chicago area and nine others in Texas in the first half of 2024, CEO Chris Kempczinski explained during the investor day on Wednesday.

McDonald’s had already indicated its intention to create a new concept around CosMc, but had not yet given details of its offer and the size of the network.

The group intends to analyze the results of the 10 restaurants for “at least a year”, before determining what trajectory to give this chain.

“We’re talking about ten points of sale,” insisted Chris Kempczinski. “Let’s not get carried away. »

The same leader had however affirmed, only a few minutes earlier, that any new large-scale project must “be attractive on a global level”.

“McDonald’s is not in the hobby business,” the general manager said. “We want ambitious ideas that can generate interest globally and succeed in multiple markets. »

According to a video shown during the investor day, the CosMc’s menu will include customizable drinks, breakfast items, such as the McMuffin, and sweet items, cookies or brownies.

Each restaurant will have several lanes allowing customers to order from their vehicle, compared to traditionally only one in McDonald’s points of sale which are equipped with one.

“McDonald’s is in a strong position” in its home market, Chris Kempczinski argued. “This allows us to expand the McDonald’s brand footprint into other markets. »

The group has set its sights on the personalized beverage and coffee category, a segment that McDonald’s values ​​at $100 billion globally, with high growth rates and higher margins than the rest of fast food.