Restaurants deal in dayparts and there is one daypart in particular that has been a problem for fast-food. Lunch and dinner are the most popular times for sales and many restaurants have broken into the breakfast segment. What remains most elusive is the afternoon daypart, the time after the lunch rush and before people stop by to grab dinner. In this set of hours, fast-food restaurants struggle to generate sales and are left in limbo until dinner time arrives. That could all be set to change though, as McDonald’s, the largest fast-food chain in the world, has come up with a bold solution that has left all other restaurants watching in earnest to see how it plays out. Welcome to our Making Waves series where we cover events and people that are making head-turning changes in an industry. For our first story, we will be covering how McDonald’s fixed their restaurant by opening a new one.

The golden arches are as iconic as restaurant symbols come and even though the company has overhauled their menu and stores over the years, each location is exactly what you expect it to be. They can be found on almost every street corner, and they all offer a selection of burgers, fries, and milkshakes (assuming the infamous ice cream machine is not down). Internationally, stores offer the same kind of comfort, yet the menu is tailored to the regional tastes of the populace. What customers don’t like is eating their Big Mac and fries at 3pm. McDonald’s solution to this problem is to not sell you a Big Mac at all, they are going to sell you a completely new product in a new restaurant!

CosMc’s is the latest creation from the McDonald’s Universe, and it is designed as the ultimate afternoon drink stop. That’s right, the company has ditched their signature burger and fries and designed an entire concept around new and existing drink options. There are still some classic items like the McMuffin and McFlurry, yet the rest of the menu is all new. The main attraction at this restaurant is the massive drink lineup along with a few food items like new sandwiches and donut bites for those seeking a snack. The drinks include teas, lemonades, and coffees that are designed as an afternoon treat. The company determined that customers don’t want a heavy meal in the afternoon, they are instead looking for lighter fair and specialty drinks that can be consumed while they continue on with a busy day. Normally you would expect a restaurant to add these new items to the existing menu, yet McDonald’s has shockingly designed a completely new brand around the idea. There is currently only one CosMc’s location, yet McDonald’s has committed to opening ten more by the end of 2024. The company is committed to the new concept and certain that this will solve their new afternoon sales issue.

The introduction of CosMc’s has been an unexpected addition for a company that has been fairly predictable, albeit successful, over the last few decades. The inclusion of the McMuffin, a traditionally breakfast only, item in the menu could hint that McDonald’s is testing the waters to bring back select all day breakfast items that got shut down in 2020. The consistent branding of the McDonald’s Universe for CosMc’s also implies that more creations or spin-offs could exist in the future. McDonald’s has certainly made waves with this new restaurant and all competitors are keenly watching to see if specialty drinks are the solution to their afternoon woes. Being at the top of the fast-food chain means others will copy your successes and pounce on your missteps.