Fans divided over McDonald's latest plan to grab Starbucks customers

Daily Mail​

a day ago

McDonald's is rolling out a new lineup of iced drinks in more than 500 US restaurants in a fresh threat to Starbucks.
Bosses at the Golden Arches are drawing on lessons learned from their CosMc's experiment.
The chain will roll out about 10 beverages, including Toasted Vanilla Frappe, Sprite Lunar Splash, Strawberry Watermelon Refresher, Popping Topic Refresher, and Creamy Vanilla Cold Brew.
CosMc's, launched in 2023, was McDonald's way of experimenting with bold flavors and unique drinks before bringing them to a wider audience.
Although the mini-chain closed earlier this year, the new iced drinks borrow directly from the flavors and customer feedback tested at those locations.
Social media reactions have been mixed. Some customers praise the inventive flavors, while others say they feel like a desperate bid for attention.
'They look good and I'm not their target audience, but I may have to try them, just as a celebration of them actually listening to their customer,' a LinkedIn member wrote.
'It just doesn't feel on brand for them...and I'm not sure about the name either. Time will tell,' a fan commented.
McDonald's will begin testing several new drinks at over 500 restaurants on September 2
The drinks will launch at locations across Wisconsin and Colorado on September 2.
McDonald's says the test is 'a big step' in its broader plan to expand cold beverage options nationwide.
They're also similar to popular beverages served by competitors like Starbucks, Taco Bell and Wendy's.
McDonald's has a history of experimental concepts, some more successful than others — including its McPlant meat-free burger and CosMc's spinoff brand.
The company opened its first CosMc's in 2023 a way to test new beverages to add to its core menus in its main restaurants.
The first location in Bolingbrook, Illinois initially saw double the number of drive-thru visitors compared to an average McDonald's stores, but business slowed.
Although the chain initially planned 10 CosMc's, it peaked at five and closed the remaining locations in June this year.
'We're seeing real momentum in beverages, with more people – especially our Gen Z fans – turning to cold, flavorful drinks as a go-to treat,' said Alyssa Buetikofer, chief customer experience and marketing officer, McDonald's USA.
'It's a great opportunity for us to meet our US customers' evolving tastes and show up in new moments, like afternoon refreshment or snack breaks.'
McDonald's has been working to lure back customers after US sales dropped 3.6 percent in the first quarter.
Sales rebounded in the second quarter, helped by extended operating hours and its biggest hiring push since 2020.
Starbucks' started selling refresher drinks like the ones McDonald's is rolling out back in 2012 — marketing them as a low-calorie beverage with a natural source of energy.
It sells Strawberry Acai Lemonade, Mango Dragonfruit Lemonade, and its limited-time Summer-Berry Lemonade refreshers.
Dunkin' joined in 2020 with flavors like Strawberry Dragonfruit and Peach Passion Fruit.
The drinks were a hit, prompting the chain to launch limited-time offerings such as Sabrina's Strawberry Daydream Refresher.
Taco Bell jumped in last year with its first Live Mas Cafe last year — a drinks-focused concept offering coffees, refreshers and shakes. The chain plans to expand to over 30 locations by year-end.
Other chains experimenting with 'dirty sodas' and refreshers include KFC, Burger King, and Chick-fil-A.