Publication date December 28, 2023

Chipotle, Wendy’s & McDonalds: Into the Metaverse

 “Metaverse” became the talk of the town when Facebook changed its name to “Meta” back in 2021. But what is the Metaverse - a marketing strategy, a joke, the future, or an e-dystopian horror. Simply put Metaverse is a virtual world where people can work, play and socialize. Well, now the metaverse has become the new battleground for fast food giants like Wendy's, Chipotle, and Mcdonald’s.

Chipotle: First Steps into the Metaverse

Chipotle in Metaverse

Source: Adweek

Chipotle was the earliest to the Metaverse, launching their first virtual restaurant back in Halloween 2021. Using the platform Roblox, players could attend the Chipotle-themed virtual event. And Chipotle went all in for their costume party, players had the option to dress up as the “Chip bag ghost”, “burrito mummy” or the “Gucanstein”.

Chipotle on Roblox Metaverse

Source: PR Newswire

Well hold on as dressing up was where all the fun just began. Chipotle’s Boorito maze was open for all the players, where they found themselves searching for hidden items. Many players stumbled upon codes for free burritos in Chipotle’s virtual location that they could later redeem at physical locations.

Following Chipotle’s Halloween event in the metaverse, they launched another Roblox location in April. This time around it is a 90s-themed restaurant for the users to visit. Thanks to Metaverse now you can visit the first-ever chipotle which opened back in 1993. You can walk in as a customer or you can also try your luck behind the counter. With the Burrito Builder game, you can try your hand at rolling burritos like an absolute pro. Roll burritos for customers within the limited time and earn burrito bucks. The first 100,000 players will get codes for free burritos and if you manage to stay on top of the leaderboard each day you can get a chance to win free burritos for a whole year. Chipotle is a gift that keeps on giving. Right!

Say Hello to the “Wendyverse”

Wendy’s has also jumped on the metaverse bandwagon with their “Wendyverse”. Wendy’s worked with Meta to debut their virtual restaurant on Meta’s Horizon Worlds platform. If you want to visit Wendyverse you can do that with your Quest 2 headset.

Wendy in metaverse

Source: OneZero-Medium

Wendy's CMO Carl Loredo mentioned in a Metablog post that they want to meet their fans in unexpected places and ways. Well, their town square does look amazing with a Wendy’s restaurant, little decor, and yeah a HUGE WENDY STATUE. But you may find something familiar inside with their traditional decor, counter service, fries, and frosties. You can collect your virtual food, sit down at your table or jump behind the counter and experience Wendy’s from the other side. 

Wendyverse in Metaverse

Source: The Sun

The fun doesn't end there in Wendyverse, head over to the grand Buck BiscuitDome and storm the court. You can shoot hoops with the virtual Baconator and score the winning shot. This fast-food chain doesn’t stop there as you can win bacon or sausage, eggs, and cheese biscuit in real life. I guess the madness never stops in the Wendyverse. If you don’t have the Quest 2 and still want to visit the Wendyverse, don't worry Wendy’s has you covered. You can visit and check out their viewer-only version. 

Ronald ain't far Behind

Mcdonalds in Metaverse

Source: Ad Age

The world’s largest fast-food chain is not lagging behind either, Mcdonald’s Humberto Leon, co-founder of the fashion brand Opening Ceremony, organized an interactive event in the Metaverse to honor the Lunar New Year. The burger giant has taken many steps to market itself in the virtual world but the celebration of the Lunar New Year is by far its biggest step. The exhibit included the “Hall of Zodiacs” featuring statues of the 12 Zodiac signs inspired by Chinese astrology. Visitors could also hear their horoscope readings during their visit and also get predictions regarding the upcoming year.

But hold on, don't think this was the last we saw of Ronald McDonald in the Metaverse. According to a report by the Daily Mail, McDonald’s has filed trademarks to set up locations in the Metaverse. This will be not just another location in the virtual world; rather they can be described as “Virtual restaurants with home delivery”. Confused are we? Maybe Josh can explain it a little better. Trademark Lawyer Josh Gerben tweeted regarding the trademarks saying “ you are hanging out at the Metaverse and get hungry. You don’t have to put down your headset. You walk into a McDonald’s and place an order. It arrives at your doorstep a little while later.” Though I might think it will be a while when we can order a Big Mac from the Metaverse and enjoy it in real life. But one thing is for sure, big things are right around the corner.

What brands do you think will jump on the Metaverse bandwagon? Comment down below.

Frequently Asked Questions

Q. Is McDonald's in the Metaverse?

While McDonald’ is not present in the Metaverse in the same way we see the restaurant in the real world, they’re constantly making moves. In July 2023, McDonald’s opened McNuggets Land within The Sandbox, a popular Metaverse platform. Aside from this, they have also participated in Metaverse events like the Feel Good Marketing Awards on the Odyssey platform and created a virtual Lunar New Year celebration in China.

Q. What is the new technology in McDonald's?

McDonald’s is constantly innovating and trying out new technologies to enhance their customer experience. The newest technology that McDonald’s is constantly using is AI (artificial intelligence ). They’re applying generative AI solutions across its restaurants worldwide to improve operations as well as customer and employee experience. 

Q. How does McDonald's use AI?

McDonald’s says that through a cloud computing deal with Alphabet's (GOOGL) - Get Free Report Google, it will use AI to accelerate innovation in its equipment, spot trends that disrupt its business and supply-chain processes, and reduce complexity for restaurant crews.

Q. Which company created the Metaverse?

Microsoft is one of the first companies that created the Metaverse, especially when it comes to collaboration. They have also partnered with Meta to deliver future immersive experiences for the future of both work and play. 

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