Food Chain Brands Trademarks In The Metaverse.

The biggest names in the fast-food industry have begun to file trademark applications for the Metaverse. This chain of food companies is taking the bold step to secure their spot in the virtual world. They are creating an opportunity to provide their services in the metaverse as they would in the physical world.

Although food is not consumable in the Metaverse as it is an activity strictly rooted in the physical world, food chain brands are keen on securing a spot for themselves in this alternate universe… Learn more in the body of the article.

While the demand for space in the Metaverse is on the rise, several speculations oppose the Metaverse. Amidst all this, major food chain brands are filing trademark applications for NFTs and the Metaverse.

In February 2022, and in the preceding months, food chain brands like McDonald's, KFC, Taco Bell, etc., began venturing into the Metaverse. Each is trying to secure a spot for their brand name and products in the Metaverse through the trademark applications they file.

The Metaverse, a shared, decentralized, digital world where people can relate, work, and socialize, is becoming home to more big companies, including fast-food companies. Some of the multi-million dollar food companies venturing into the Metaverse include but are not limited to Taco Bell, Burger King, McDonald's, KFC, Wendy's, and cold stone creamery.

FOOD COMPANIES IN THE METAVERSE

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The trademarks filed by various companies apply to the companies' names, their products, NFT services, and their virtual restaurants, among other things. Touching on a few of the companies that took the bold step as released by a U.S Metaverse trademark attorney Mike Kondoudis, on his Twitter page;

• McDonald's filed a trademark application for its name, logo, NFT services, food and drinks, and a virtual restaurant. The virtual restaurant creates an opportunity for customers to earn points or cryptocurrency in the Metaverse, which can be used to buy food in the real world. McDonald's in February partnered with creative director Humbert Leon to create a zodiac collection in the Metaverse for a limited time. Within that time, fans could enter VR platforms to view the zodiac collections, get horoscope readings, and light lanterns into the sky.
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• Yum!, The owner of Taco Bell, Pizza Hut, and Kentucky Fried Chicken (KFC) has also filed multiple trademark applications for the Metaverse and NFT services for her various brands. The trademark covers many things, including virtual food and drinks, NFT services, and online restaurants with real and virtual services. Virtual restaurants allow for real-world deliveries.
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• Wendy's filed trademark applications for its name, products, and services, including online restaurants. In the spirit of venturing into the Metaverse, the brand sent an avatar version of its brand mark into the game Fortnite to kill all the freezers in the games 'food fight mode' after noticing that Burger King stored their beef in freezers. The brand used the opportunity to advertise its fresh, non-frozen beef on the virtual reality game.

Mr. Kondoudis, in an interview with expert click, said, "We expect the number of trademark filings for NFTs and virtual products and services from the restaurant and food/beverage sectors to increase over the next twelve months as companies come to appreciate the need for brand protection in the Metaverse," As food chain companies prepare their brands for the economy that will dominate. Applications for Metaverse trademark applications will surge in the fast-food industry.

Do Food Companies Have A Place In The Metaverse?

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Senior consumer analyst for FutureConsumer.now, Jon Copestake, said that although it is impossible to eat in a virtual world, food companies need to adapt and create a brand experience between the physical and digital brands that customers can enjoy as well as their products so that they hold a significance in the virtual world.

For example, a particular supermarket [Kroger] launched a bot called Chefbot that uses visual AI to help customers with mealtime recipes and provide inspiration for meals based on their available groceries. The bot's assistance helps to reduce wastage. Whether or not one can eat in the Metaverse, such innovation will always appeal to a customer who may not buy groceries in the Metaverse. To reference a food brand already utilising virtual reality, let's go back to last Halloween. Last Halloween, Chipotle opened a virtual restaurant for players of the game, Roblox. So that all users that entered the restaurant received a promo code for a free burrito in the real world. This shows that food brands have a place in the Metaverse, although that place is tightly bound to the real world.



Author: Gate.io Observer M. Olatunji
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