Forget McDonald's CosMC, Burger King has new restaurant concept
Both fast-food chains see the ability to add market share from non-traditional rivals including Starbucks,
When McDonald's shared its CosMc restaurant concept, the target was clear. The new chain offered a menu built around drinks and snacks.
It was clearly an effort for the chain to answer Starbucks (SBUX) , a chain which does much of its business outside of traditional meal hours. The coffee chain filled a need for morning work breaks, afternoon sips and snacks, and off-hour, in-between meal purchases.
Related: McDonald's, Burger King rival makes controversial menu move
McDonald's (MCD) has largely failed to take that business with its McCafe concept. That's a sort of coffeehouse menu located within the fast-food giant. It's an idea that sort of misses the core concept of a coffeehouse.
Yes, it has espresso-based beverages, frozen, sugary drinks, but most McCafe locations don't have a coffeehouse vibe. You probably wouldn't head there to work on your novel, have a date, or argue with your friends about obscure music or indie films.
