The metaverse is ushering in a new era of virtual worlds, enabling people to engage in activities such as socializing and working. When integrated with Web3 technologies, the metaverse can foster community-owned economies governed by digital assets and tokens. This allows members to exchange value seamlessly within a decentralized economy. Furthermore, the foodverse presents exciting opportunities for brands to create vibrant communities and enhance customer engagement. Below are key strategies that brands can leverage to thrive in this space.
Food NFTs
Non-fungible tokens (NFTs) hold significant potential in the foodverse, providing unique ways for brands to engage customers. Virtual food items, recipes and experiences can be tokenized as NFTs. Thus, it allows consumers to buy, trade and showcase culinary creations in virtual spaces. Moreover, brands are beginning to use NFTs to promote exclusive collections, reward loyalty and offer sustainability-focused initiatives. For example, OneRare merges food, games and NFTs, aiming to create a food-centric blockchain ecosystem that eliminates intermediaries. Moreover brands like Nestle India have engaged customers by offering collectable tokens that unlock promotions, discounts and games.
Furthermore, food brands including Pizza Hut, Papa John’s, Taco Bell and McDonald’s have launched NFT collections. McDonald’s, for instance, hosted virtual events like the McDonald’s Hall of Zodiacs in celebration of the Lunar New Year. Brands in the UAE such as Foodlink and Papa John’s UAE have also signed up with OneRare to release NFTs of signature dishes. Additionally, virtual food festivals and pop-up events provide immersive brand experiences, allowing consumers to engage with renowned chefs. Augmented reality (AR) technology enhances these events, transforming dining experiences into entertaining spectacles.
Building virtual tables and interactive loyalty programs
In the metaverse, brands like PATRÓN Tequila are setting trends by launching virtual pop-up shops on platforms such as Decentraland. These initiatives highlight how limited-time events and exclusive virtual launches can generate buzz and excitement within the foodverse. Moreover, virtual food festivals and restaurants provide endless opportunities for social interaction. They allow users to gather and share meals with friends, regardless of their physical location. Additionally, brands can gamify dining experiences through AR, where customers participate in treasure hunts or other interactive events. Consequently, this enhances overall engagement.
Furthermore, virtual restaurants offer chefs and food entrepreneurs the chance to experiment with creative dishes, free from physical constraints. Customers can order and enjoy meals in immersive environments that elevate the sensory experience. Virtual cooking classes also offer educational opportunities, enabling customers to learn from renowned chefs in previously impossible ways. Lastly, personalization powered by AI can tailor dining experiences and menu recommendations based on individual preferences, fostering stronger customer loyalty.
Engaging all the senses in the foodverse
AR technology can create multisensory dining experiences, where restaurants project virtual art, decorations or animations that complement the dining theme. This transformation elevates the overall ambience, providing a dynamic experience for guests. Sublimotion in Ibiza is an example, offering a multisensory journey where guests are transported to various worlds without leaving their seats. Moreover, immersive menus in the metaverse provide interactive 3D representations of dishes and wine pairings, enhancing the dining experience further.
Additionally, brands can leverage virtual influencers and avatars to extend their reach to a wider audience. For example, KFC’s virtual store on QQ in China has allowed customers to purchase avatar costumes, merchandise and virtual food items. While doing so, customers have been able to order real-world meals in the metaverse, blending both virtual and physical worlds. Moreover, collaborations with influencers and virtual brand ambassadors are becoming essential for brands to reach younger audiences, specifically Generation Z, who often prefer virtual interactions over real-life engagements.
Ensuring customer loyalty in the evolving foodverse
The integration of low-code infrastructure across gaming, Web3 and the metaverse is empowering developers to create brand-focused, interactive games. These games, ranging from puzzles to virtual cooking challenges, not only engage users but also educate and reward them. Moreover, token-based reward systems further incentivize participation, with tokens distributed among restaurants, consumers and delivery partners to enhance ecosystem growth. Brands like Chipotle have embraced this trend with their Boorito Maze, where users can earn burrito-themed rewards redeemable for real-world treats.
Through these innovative strategies, brands can seamlessly merge virtual and real-world experiences, creating opportunities for play-to-earn, exclusive culinary events and personalized dining experiences. Consequently, the foodverse holds immense potential for brands to engage customers in creative, immersive and meaningful ways, thereby ensuring long-term loyalty in the evolving digital landscape.
Unlocking the foodverse for F&B brands
As consumer behavior shifts toward immersive, online experiences, the concept of the foodverse is emerging, offering brands new ways to engage with customers through VR, AI and blockchain technology. Dr Jane Thomason, emeritus chair of the World Metaverse Council, author and influencer, tells us more.
The metaverse is ushering in a new era of virtual worlds, enabling people to engage in activities such as socializing and working. When integrated with Web3 technologies, the metaverse can foster community-owned economies governed by digital assets and tokens. This allows members to exchange value seamlessly within a decentralized economy. Furthermore, the foodverse presents exciting opportunities for brands to create vibrant communities and enhance customer engagement. Below are key strategies that brands can leverage to thrive in this space.
Food NFTs
Non-fungible tokens (NFTs) hold significant potential in the foodverse, providing unique ways for brands to engage customers. Virtual food items, recipes and experiences can be tokenized as NFTs. Thus, it allows consumers to buy, trade and showcase culinary creations in virtual spaces. Moreover, brands are beginning to use NFTs to promote exclusive collections, reward loyalty and offer sustainability-focused initiatives. For example, OneRare merges food, games and NFTs, aiming to create a food-centric blockchain ecosystem that eliminates intermediaries. Moreover brands like Nestle India have engaged customers by offering collectable tokens that unlock promotions, discounts and games.
Furthermore, food brands including Pizza Hut, Papa John’s, Taco Bell and McDonald’s have launched NFT collections. McDonald’s, for instance, hosted virtual events like the McDonald’s Hall of Zodiacs in celebration of the Lunar New Year. Brands in the UAE such as Foodlink and Papa John’s UAE have also signed up with OneRare to release NFTs of signature dishes. Additionally, virtual food festivals and pop-up events provide immersive brand experiences, allowing consumers to engage with renowned chefs. Augmented reality (AR) technology enhances these events, transforming dining experiences into entertaining spectacles.
Building virtual tables and interactive loyalty programs
In the metaverse, brands like PATRÓN Tequila are setting trends by launching virtual pop-up shops on platforms such as Decentraland. These initiatives highlight how limited-time events and exclusive virtual launches can generate buzz and excitement within the foodverse. Moreover, virtual food festivals and restaurants provide endless opportunities for social interaction. They allow users to gather and share meals with friends, regardless of their physical location. Additionally, brands can gamify dining experiences through AR, where customers participate in treasure hunts or other interactive events. Consequently, this enhances overall engagement.
Furthermore, virtual restaurants offer chefs and food entrepreneurs the chance to experiment with creative dishes, free from physical constraints. Customers can order and enjoy meals in immersive environments that elevate the sensory experience. Virtual cooking classes also offer educational opportunities, enabling customers to learn from renowned chefs in previously impossible ways. Lastly, personalization powered by AI can tailor dining experiences and menu recommendations based on individual preferences, fostering stronger customer loyalty.
Engaging all the senses in the foodverse
AR technology can create multisensory dining experiences, where restaurants project virtual art, decorations or animations that complement the dining theme. This transformation elevates the overall ambience, providing a dynamic experience for guests. Sublimotion in Ibiza is an example, offering a multisensory journey where guests are transported to various worlds without leaving their seats. Moreover, immersive menus in the metaverse provide interactive 3D representations of dishes and wine pairings, enhancing the dining experience further.
Additionally, brands can leverage virtual influencers and avatars to extend their reach to a wider audience. For example, KFC’s virtual store on QQ in China has allowed customers to purchase avatar costumes, merchandise and virtual food items. While doing so, customers have been able to order real-world meals in the metaverse, blending both virtual and physical worlds. Moreover, collaborations with influencers and virtual brand ambassadors are becoming essential for brands to reach younger audiences, specifically Generation Z, who often prefer virtual interactions over real-life engagements.
Ensuring customer loyalty in the evolving foodverse
The integration of low-code infrastructure across gaming, Web3 and the metaverse is empowering developers to create brand-focused, interactive games. These games, ranging from puzzles to virtual cooking challenges, not only engage users but also educate and reward them. Moreover, token-based reward systems further incentivize participation, with tokens distributed among restaurants, consumers and delivery partners to enhance ecosystem growth. Brands like Chipotle have embraced this trend with their Boorito Maze, where users can earn burrito-themed rewards redeemable for real-world treats.
Through these innovative strategies, brands can seamlessly merge virtual and real-world experiences, creating opportunities for play-to-earn, exclusive culinary events and personalized dining experiences. Consequently, the foodverse holds immense potential for brands to engage customers in creative, immersive and meaningful ways, thereby ensuring long-term loyalty in the evolving digital landscape.
Dr. Jane Thomason
Emeritus chair of the World Metaverse Council,
Author and influencer
@insta.glammy
facebook.com/jane.thomason.31
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