A CosMc drive-thru in Bolingbrook, Illinois. (Kamil Krzaczynski/Getty Images)

Peak McDonald’s

McDonald’s is still trying with its beverage-first concept, CosMc’s

Can the drinks-focused concept revive store growth in the US? Probably not.

1/13/25 9:59AM

No doubt you remember where you were on December 7, 2023, the day McDonald’s introduced its beverage-first, mostly Texas-based spin-off chain, CosMc’s. But now, just over a year on, the fast-food icon is revising the restaurant concept slightly, shutting down three of its biggest locations and opening two smaller ones.

While the chain has been almost exclusively confined to the Lone Star State in the trial phase (the first store opened in a Chicago suburb; the subsequent six have all been set up in Texas), McDonald’s execs are clearly keen to continue their “journey through the beverage galaxy” in search of profit pools.

No more towns left to conquer

Though it may not feel like it, Mickey D’s closing stores in America has become a lot more common, with the 85-year-old chain’s restaurant tally stalling in recent years.

After growing relentlessly for decades, the number of stores with the golden arches above their doorway fell for the first time in 2015. Over the next six years, McDonald’s would go on to shed 912 net restaurants in the US, including 244 in 2021 alone, after the company reportedly looked to close struggling stores to boost its average sales figures.

Clearly, if you’re a McDonald’s executive tasked with finding new ways to grow the company’s footprint, you have a tough gig — especially on your home turf in the US. Does the answer to reinvigorating store growth lie in one of CosMc’s best-selling drinks, like the “Island Pick-Me-Up Punch” or “Sour Cherry Energy Burst”? Considering that the CosMc’s experiment has been going for just a year and it’s already getting downsized… maybe not.

Perhaps it’s just time to bring back the PlayPlaces!

Nia Warfield10h

Starbucks issues apology after viral “Bearista” cup meltdown

Holiday cheer turned into chaos this week for Starbucks after the coffee giant’s new “Bearista” holiday cup sent fans into a frenzy.

Dropped alongside its 2025 holiday menu, the $30 beanie-wearing glass bear tumbler sparked long lines, sellouts, and even in-store scuffles before Starbucks stepped in with an apology.

“The excitement for our merchandise exceeded even our biggest expectations,” the company said in a statement to People. “Despite shipping more Bearista cups to our coffeehouses than almost any other item this holiday season, the Bearista cup and some other items sold out fast.”

Within hours of launch, frustrated fans flooded Starbucks’ social media pages and even store hotlines. Some customers waited in line before dawn and others said their stores received only a handful of cups. In one Houston location, the craze even turned physical, with police reportedly called to break up a brawl. Meanwhile, the cup is already reselling on sites like eBay, with listings topping $600.

“We understand many customers were excited about the Bearista cup and apologize for the disappointment this may have caused,” Starbucks said. While in-store customers may be upset, investors seem happy about the viral hit, as the stock has risen over 3% on Friday.

If you’re still hoping for a Bearista at market price, that may not be on order: the chain didn’t disclose how many cups were made or whether a restock is planned.

Hyunsoo Rim11h

Target tells workers to smile, wave, and greet shoppers if they come within 10 feet of them

Target just rolled out a new rule for store employees: “smile, make eye contact, and greet or wave” when a shopper comes within 10 feet — and if they get closer, within four feet, “ask whether they need help or how their day is going,” according to a new Bloomberg report.

Dubbed the “10-4 program” internally, the rule mirrors rival Walmart’s own 10-foot policy, formalizing behavior Target had previously only encouraged.

Target Mandates Worker Smiles, Friendliness to Boost Sales

Hyunsoo Rim

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Half of new US companies disappear within 5 years — and only 1 in 3 makes it to year 10

Survival depends on more than luck, from where it starts, to what it does, to when it’s born.

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Monster surges on energy drink buzz, while Celsius sinks on distribution concerns

Shares of Monster Beverage climbed 5% after the bell on Thursday, and held most of those gains into early trading on Friday, following strong Q3 results.

The energy drink giant topped market expectations, with quarterly sales up 17% year over year to $2.2 billion and adjusted net profits growing 41% to $524.5 million — 11% ahead of Wall Street’s estimates. In the report, Monster highlighted its zero-sugar line and new product launches, with a stack of novel flavors already released this year, as bright spots.

During a call with analysts, Chief Executive Hilton Schlosberg said that the global energy drink category “remains healthy with robust growth,” The Wall Street Journal reported, adding that demand for more affordable caffeinated drinks is rising as coffee has become “really expensive.”

Meanwhile, rival beverage business Celsius saw shares fall as much as 23% on its Q3 results yesterday — despite beating expectations, with revenue jumping 173% — largely due to concerns about a change in the company’s distribution channel, as its newly acquired Alani Nu brand joins the PepsiCo distribution network.

Millie Giles

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