Restaurant Chains in the Metaverse

Sossi

Nov. 11, 2022

Brands are increasingly using different platforms in the metaverse to experiment and connect with consumers in new, innovative ways using the digital world.

This is not restricted to fashion brands only. Indeed, we see many restaurant chains have already established their presence in the metaverse, they have also created different ways for the consumer to interact with their brand, play games and earn tokens and use them to buy free food in the real world.

Restaurants that Have Already Entered the Metaverse

Facebook’s metaverse now has its own fast-food joints that include high profile brands. Many have opened virtual locations with others on their way to join them.

McDonald’s

The chain with the golden archs ventured into the metaverse with a virtual Lunar New Year celebration through virtual reality platforms; AltspaceVR and Spatial.

Visitors could hear their horoscope readings during the visit. Zodiac signs are based on the year a person was born and can give predictions about what to expect in the coming year. 

Wendy’s 

Wendy’s worked with Meta to debut the Wendyverse in April. The Wendyverse Town Square features a familiar Wendy’s restaurant, plus other bits of decor like a giant Wendy’s statue.

Anyone with a Meta Quest 2 can make an avatar and visit the restaurant. The world is open for exploring, or players can follow the “To Do List.”

Chipotle

Chipotle was already in the metaverse in 2021. The fast-casual chain launched a virtual restaurant in the metaverse, using the platform for Halloween in 2021. Players could dress their avatars in Chipotle-themed costumes like a burrito mummy, chip bag ghost, and “Guacenstein.” Chipotle’s metaverse is interactive, including hidden items for users to find in its Boorito Maze.

Earn Free Burritos for a Year

Thousands of users received codes for free burritos in Chipotle’s virtual locations, which could be redeemed in physical restaurants. Chipotle launched another Roblox location in April, with a 90s-themed restaurant that users could visit.

Players can virtually step into the first Chipotle, opened in 1993, where they can also try their hand at working behind the counter. Users can play the Burrito Builder Game by making customer orders within a limited time.

Successfully rolling the burritos leads to in-game Burrito Bucks, the game’s currency. The first 100,000 players will get codes for free real-life burritos. Players at the top of the leaderboard at the end of each day can win free burritos for a year.

Players can also play other games, including one in which they deliver burritos, for more rewards. Burrito Bucks can be used for speed boosts during the games and additional uniforms.

Coca-Cola

July 2022 marked the first anniversary of Coca-Cola entering the metaverse. On July 30, which is Friendship Day, it gave away collectibles to friends on the open blockchain, including collectors of the Coca-Cola International Pride Day 2022 drop, Coca-Cola Hamburger Day 2022 drop, and the original Coca-Cola Friendship Day Loot Box.

Owners of these past collectibles will be airdropped with a new International Friendship Day collectible, which features a design inspired by the bubbles within every Coke bottle. And in the spirit of friendship, each limited International Friendship Day digital collectible is shareable with a friend. Once it is shared, the unique artwork will be revealed to both holders.

Since entering the metaverse in July 2021, Coca-Cola has created over 4,000 digital collectibles for its community, including a ‘loot box’ for the 2021 International Friendship Day, launched at a virtual rooftop party in Decentraland.

Fast Food Chains that Have Applied for Trademarks to Join the Metaverse

Several other restaurants, including Burger King, Yum Brands, and Chick-Fil-A, have filed trademarks to join the “metaverse.” According to tweets by licensed trademark attorney Mike Kondoudis, other fast-food restaurants have also filed trademarks to enter the metaverse.

In-N-Out Burgers

In-N-Out Burgers filed a new trademark application claiming plans for NFTs + NFT-backed media, Virtual foods, + drinks. In addition to opening retail stores for virtual goods, NFTs + Digital token exchanges.

Del Monte Foods

On Oct. 10, Del Monte Foods filed eight trademark applications for its underlying brands “Del Monte” and The Del Monte Shield,” with plans to create NFTs, NFT-backed media, online virtual marketplaces, virtual restaurants, stores, foods, and drinks.

Kraft Foods Group

Kraft Foods Group filed a trademark for its iconic hot dog-shaped Weinermobile on Oct. 12. The filing revealed that the brand plans to expand into NFTs, digital tokens, virtual goods, NFT marketplaces, virtual food, drink, and restaurants.

McDonald’s

The company has filed several trademark applications that suggest it plans to open a virtual restaurant in the metaverse. McDonald’s filed trademarks for a “virtual restaurant featuring actual and virtual goods” and “operating a virtual restaurant featuring home delivery.”

Panera  

Panera has already filed to trademark “Paneraverse” earlier this year.

Metaverse Opportunities for the Food Industry

You might ask, what’s the big hype, why do food chains want to enter the metaverse when obviously you cannot eat food in the metaverse? However, that does not seem to hinder the food companies from their quest to enter the metaverse.

We may not wonder about their interest in the metaverse for long, if we look at the recent PwC survey that included 1,000 US business leaders and 5,000 US consumers. According to the study, 66% of executives reported that their companies are actively engaged in the metaverse, and 82% said they expect metaverse plans to be part of their business activities within three years. 50% of the surveyed consumers found the metaverse to be exciting.

In retrospect, during the Covid-19 pandemic, it became necessary to offer virtual reality (VR) and augmented reality (AR) options for service and training during the pandemic. Over the past few years, it has become an expectation to receive virtual plant tours and AR-assisted service calls. These services have not been specifically branded as taking place in the metaverse. Nevertheless, they paved the way to increasing awareness and functionality of the metaverse. 

In PwC’s survey, 36% of executives said they plan to use the metaverse to create virtual content for customers to engage with. Meta VP of Metaverse Vishal Shah said in a statement regarding the launch of the Wendyverse, “The full vision of metaverse may be years away, but brands should start experimenting on what their metaverse presence will be now.”

Stay up to Date

Subscribe to our newsletter: Web3 Gaming News and Research

×