CosMc's
Overview
The CosMc's brand was launched with extreme fan-fair, inciting lengthy lines to it's original concept location in Illinois. The goal was to extend the reach of the McDonald’s brand into new, beverage-led offerings and occasions where customers expect a broad menu and heavy customizations. Our role was to elevate the brand across .com, app, email, kiosk and the drive-thru menu boards. Role: - Digital Creative Direction - Brand Strategy - Experience Design - Interaction Design
Deliverables
CRM + Push Notification Design
App Experience Design
Kiosk Experience Design
Drive-Thru Menu Board Design
As a start-up brand, CosMc’s relied heavily on data to understand customer behavior—what they order, when, and how. This insight drove decisions at a granular level, from the placement of items on drive-thru menu boards and .com to dayparted attract screens on kiosks. This in turn, helped inform which products were then adopted into the core McDonald’s menu.
Challenges
The challenge was to differentiate in a competitive space for unique beverage-led concept locations. Fans were already familiar with the base McD brand, but how could CosMc's retain the cultural appeal and nostalgia, while also offering intriguing products?
Solution
The data and analytics dashboard we created informed the design for the drive-thru menu boards, app and website. The result proved to be successful in terms of learning customers unique purchase patterns and preferences. The CosMc's brand may have been sunsetted, but the learnings from the pilot store turned out to be invaluable in shaping the beverages that were added to the base McDonald's menu.
