McDonald's Corporation (MCD  ) is all set to introduce CosMc's, its first novel restaurant concept in over six decades in the U.S. This concept emphasizes to-go dining and iced drinks.

What Happened: As reported by the Wall Street Journal, the fast-food behemoth revealed its new brand during an investor meeting. The inaugural CosMc site, which will have four drive-through lanes and no dining area, is slated to open in a Chicago suburb this month.

The innovative concept does away with the popular McDonald's fries and burgers, instead offering a unique menu focusing on customizable iced drinks. McDonald's Global Chief Marketing Officer, Morgan Flatley, explained that the concept is an attempt to penetrate profitable sectors like specialty beverages and coffee, where McDonald's has been trailing.

Furthermore, CosMc's brings back an orange alien mascot from previous McDonald's advertisements, marking the company's first new restaurant concept in the U.S. in recent times. McDonald's has been testing smaller, more focused McCafe outlets in Australia and Canada, as well as other chains.

Propelled by the consumer transition towards takeout orders, CosMc's is part of a burgeoning restaurant trend. The firm also disclosed plans to experiment with digital order queuing to cater to as many cars as possible. Approximately ten more CosMc locations are anticipated in Texas by the end of the coming year.

Why It Matters: The establishment of CosMc's aligns with McDonald's robust second-quarter financial results, which surpassed analyst estimates for earnings per share and revenue. The company posted sales of $6.5 billion, a 14% increase year-over-year. The launch of this new concept, coupled with the revival of the alien mascot, could be seen as a strategic move in light of recent UFO revelations. The timing could, therefore, be just right for McDonald's to capitalize on this convergence of events.