McDonald's Expands CosMc's Beverages to 500+ Locations, Snack Wrap Returns After 9 Years
McDonald's announced it's bringing an expanded lineup of CosMc's beverages to more than 500 locations in Wisconsin, Colorado and surrounding areas starting September 2.
The test includes creative drinks like Toasted Vanilla Frappe, Strawberry Watermelon Refresher, Sprite Lunar Splash, Popping Tropic Refresher and Creamy Vanilla Cold Brew. This happens two months after McDonald's chose to close its remaining CosMc's test locations and instead focus on adding what it learned to existing restaurants.
"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 Chief Customer Experience and Marketing Officer Alyssa Buetikofer.
The timing couldn't be more critical. McDonald's has reported negative comparable sales in three of the last four quarters — its worst performance in a decade. With traffic flat across the industry, the Golden Arches is working hard to find new ways to bring in customers beyond just cutting prices.
Here comes the beverage shift. Gen Z's preference for sweet, caffeinated and visually appealing drinks has changed the entire coffee market, creating new restaurant dayparts. Beverage-focused chains like Dutch Bros, 7 Brew and various boba tea franchises are growing rapidly, putting pressure on traditional players like Starbucks.
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McDonald's isn't just adding random drinks to the menu. "We're not just adding drinks to the menu, we're advancing our global beverage platform that fits naturally with how people already enjoy McDonald's," said Charlie Newberger, beverage category lead for McDonald's. "We've got the structure, the tools and the team to move fast and scale what works."
The beverage test represents just one part of McDonald's menu innovation strategy. The company has released several new items recently, including the long-awaited return of Snack Wraps after a nine-year absence.
But McDonald's seriously underestimated demand for the $2.99 Snack Wraps. The company projected early demand at least 70% lower than actual sales, according to multiple sources, leading to ingredient shortages including shredded lettuce. Some locations sold as many as 700 Snack Wraps per day, with 90% of customers saying they'd buy again, according to data firm Numerator.
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"After nine years of pent-up demand, fans showed up in full force to celebrate the return of the Snack Wrap," McDonald's acknowledged. "We've been blown away by the response, from packed restaurants with lines out the door to nonstop social buzz."
The Snack Wrap shortage mirrors similar viral moments across the industry. Popeyes ran out of chicken sandwiches in 2019 within two weeks of launch. Taco Bell faced similar supply issues when it brought back the Mexican Pizza in 2022. Social media has made predicting demand incredibly difficult, even for companies with advanced analytics.
McDonald's has been on a menu innovation streak lately, adding McCrispy Strips earlier, introducing the Daily Double, and bringing back Spicy McMuffins and Blueberry & Crème Pie. The company created three new teams focused specifically on menu innovation in chicken, beef, and beverages and desserts.
