Big chain restaurants and local chefs are experimenting with NFTs and the metaverse to help market their brands.
that works to educate people about NFTs, Ethereum — the digital currency used to buy NFTs — and all things metaverse-related in a “simplified, approachable manner.”)
Their launch plan depends on fans purchasing Burger Boy NFTs, a series of digital art pieces featuring the brand’s signature Burger Boy mascot in various outfits and situations. The two worked with designer Courtney Casas to come up with the “Classic Burger Boy,” a wide-eyed kid sporting some of Miller’s real-life tattoos, wearing a V-neck and shorts, holding a burger. There’s also a “Fancy Boy” featuring the same boy with a mustache and a top hat, a bow tie and a black deep V-neck and shorts.
“With the landscape of COVID, physical locations have become trickier and staffing has become tougher, and we were trying to think creatively,” Tabit explained. “We thought, how cool would it be to launch an NFT to engage the community, raise some capital and build the brand a little backward. You get the digital community involved, and you’re merging the culinary and the digital world together with a millennial audience.
In October, Chipotle launched a virtual restaurant and game called the Boorito Maze using the Roblox gaming company platform. It was a digital extension of the real-life Boorito costume contest the brand has been hosting in stores since 2000. Fans could sign on to the Roblox site and dress their avatars in Chipotle-inspired costumes such as a Chip Bag Ghost, Burrito Mummy or Guacenstein and then visit the virtual restaurant.
More than 8.5 million people have visited the maze since it was launched in October, with people coming to the virtual restaurant and playing the game every day, without any free entree offers or discounts. “We looked at currency and NFTs and the broad suite of what’s out there,” said Lieberman. “We haven’t launched anything with NFTs yet, but it’s certainly something we keep top of mind.”
“If you consider NFT as a product, it really doesn’t have any functional value, i.e., it doesn’t provide any specific functional benefits to consumers,” Dholakia wrote in an email to The Times. “The NFT’s sole value lies in the possibility of future value appreciation and the chance that today’s buyer will earn a profit by becoming tomorrow’s seller. Herd behavior by NFT enthusiasts, many of whom tend to be cryptocurrency enthusiasts, is driving the appeal.
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