According to recent patent applications, Yum! Brands wants to take its well-known fast food chains to the metaverse. On March 25 Yum! Brands filed metaverse patents to protect the rights to Taco Bell, Pizza Hut and Kentucky Fried Chicken. These new patents contain four key points, each referring to Yum! Web3 ambitions of Brands.
The first parts of Yum! Brands’ patents focus on food and beverage NFTs. It doesn’t seem like Yum! Brands is solely interested in creating virtual food for in-game avatars.
While this first section protects digital menu items, it also suggests Yum! wants to use NFTs for promotions and customer rewards programs. The patent says these NFTs can be exchanged for or used to purchase food, beverage and restaurant services in virtual and physical environments.
Second, yum! said it wants to create a virtual store where customers can purchase digital items, services and NFTs. It also suggests that this new online marketplace will be integrated with a loyalty points system.
The third part in Yum! Brands’ applications are focused on ‘entertainment services’. Specifically, Yum! is interested in hosting live events in the metaverse. This section also suggests that Yum! is working on video games and a ‘virtual currency’ that will be linked to customers’ reward points.
Finally, Yum! indicated it wants to create digital restaurants for KFC, Pizza Hut and Taco Bell in the metaverse. Interestingly, these metaverse eateries correspond to locations in the physical world. According to the recently released documents, customers can order IRL home delivery from Yum! The metaverse locations of Brands.
There is no word on whether Yum! Brands will pursue similar metaverse trademarks for its smaller Habit Burger Grill chain.
The “Fast Food Wars” Have Arrived On Web3
Fast food restaurants are among the “fastest” users of NFTs and metaverse technologies. For example, Rarity Sniper recently discovered that Wendy’s will open a metaverse store in Horizon Worlds on April 2. People who visit Wendy’s virtual restaurant could win free food at physical restaurant locations.
McDonald’s is also jumping headfirst into the metaverse. A few months ago, the “Golden Arches” sent ten patents related to NFTs and metaverse technology to the US Patent & Trademark Office.
More recently, McDonald’s teamed up with designer Humberto Leon to create a VR Lunar Day celebration. Visitors to McDonald’s “Hall of Zodiacs” were able to see virtual statues of the various zodiac animals and read their forecast for the coming year. McD’s “Hall of Zodiacs” lasted from January 31 to February 15 on the AltspaceVR and Spacial platforms.
Yum!, McDonald’s and Wendy’s are just some of the most prominent fast food restaurants that have shown interest in the metaverse. Other high-profile brands looking to get more involved with Web3 include:
- burger king
- Buffalo Wild Wings
- Jimmy John’s
- Cold Stone Creamery