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McDonald's lovers rejoice! The fast-food chain is planning a new outlet. These new restaurants will be inspired by a decades-old extraterrestrial mascot, unlike the Golden Arches customers love.
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CosMc, a six-armed McDonald's alien character from the 1980s and 1990s, inspired the new idea. In yesterday's earnings call, McDonald's CEO said CosMc's will be a small-format concept with McDonald's DNA but its own personality.
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McDonald's expansion and innovation goals include CosMc's. The viral Grimace Shake promotion, significant visitor visitation, and pricing hikes helped the company outperform profitability and sales estimates in the second quarter of 2023.
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However, he said that the company saw great potential for expansion in the South and Southeast, where restaurant growth has lagged behind population growth.
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Our footprint reflects population 20–30 years ago. So you wind up discovering a number of regions around the U.S.
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where we are disproportionately undeveloped relative to the population, which opens up a whole bunch of development opportunities for us to go after."
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Last year, a Fort Worth, Texas, takeout-only restaurant opened, and numerous Chinese eateries have food lockers that allow delivery workers to pick up orders without entering the business.
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"A big reason we can now look at those is because of the growth that's happened with digital and delivery where you don't necessarily require the big dining rooms that you needed in our traditional restaurants," he said.
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So we're combining all of those factors together and rolling that up to get a picture of what we think the new unit potential will be over the next four or five years."
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