Raising Cane’s, Whataburger, and McDonald’s Serve Up Fresh Concepts in Texas

Quick service restaurants (QSR) are experimenting with next-gen concepts as consumers increasingly prioritize convenience, value, and experience and as business demands new models to address rising labor and food costs. This week, we showcase three concepts by Raising Cane’s, Whataburger, and McDonald’s. Each location differs from its brands’ typical layout, technology, and menu offerings.

At McMillanDoolittle, we are always in the market studying the latest concepts and identifying emerging trends. If you’re interested in scheduling a session to have us help you elevate your innovation journey, simply contact us.

Unconventional Collaboration: Raising Cane’s x Post Malone x Dallas Cowboys

Raising Cane’s, known for its chicken finger-only menu, teamed with musician Post Malone and the Dallas Cowboys to create a one-of-a-kind permanent location in Dallas. For a closer look, check out our Instagram video reel.

This experiential concept diverges from Canes’ signature tan and red style in its 750+ restaurants nationwide. Blue LED walls wrap the interior and silver vinyl coats the exterior, reflecting the Cowboys’ team colors. Post Malone, an avid Canes’ fan, co-created the space, resulting in a bold and edgy design. Customers can purchase exclusive co-branded merch from vending machines, admire iconic Post Malone outfits and guitars, and order a “Posty combo” that comes with a Collector’s Cup.

According to Cane’s, week one sales surged nearly 300% compared to the previous average, with sustained momentum observed two months post-opening, achieving a 57% retention rate of initial sales. The store has also received widespread organic social media attention for its museum-like design; during our visit, we noticed many of the guests taking photos and videos.

Photo Credit: McMillanDoolittle

Digital-Only Concept: Whataburger Digital Kitchen

Whataburger, a southern fast-food staple, opened its first digital-only model in Austin. Without indoor dining, consumers place orders on the Whataburger app or an outdoor kiosk, with food available for pickup via QR-enabled lockers or a dedicated drive-thru lane.

During our test visit, we noted that the lockers were heated, ensuring our food remained ready-to-eat. However, the technology had melted the ice in our drinks. Additionally, the store is situated on a concrete-heavy corner with little natural shade, making for a toasty experience on a hot Texas day.

Photo Credit: McMillanDoolittle

Brand Spinoff: Cosmc’s

Last December, our team covered the opening of McDonald’s first-ever spinoff, Cosmc’s, in the Chicago suburb of Bolingbrook. To learn more about the origins and components of the spin-off, check out our blog from opening day.

This year, three additional locations, each testing a different format, have opened in Dallas-Fort Worth. Up to ten stores are expected in Texas by the end of 2024. We visited the first Dallas location, which differed greatly from the drive-thru only concept in Illinois. Customers can order via kiosks, the Cosmc’s app, or one drive-thru lane.

Our team was surprised by the minimalistic and uninspiring design of the Texas spot. The bright yellow wall and white light fixtures seemed outdated, and the grey brick wall behind the pick-up counter left us wanting more. Also, the employees’ voices were amplified loudly without any noise-absorbing design elements. We are curious to see how the format continues to evolve with future iterations.

Photo Credit: McMillanDoolittle

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