PRESS RELEASE

With a total value of $26.9 billion in trading volume in 2021 and projected to reach $80 billion by 2025, the Non Fungible Token (NFT) market is one of the fastest-growing sectors globally.                                         

McDonald’s enters the NFT world in Italy

Economic significance aside, the world of certified digital works introduces a completely new way of conceiving the art sphere, breaking down physical and conceptual barriers and making it accessible to a wider and more dynamic audience.

At the basis of this phenomenon are inclusion and democratization, cardinal principles of McDonald’s, which from today enters the NFT world also in Italy, after having recently experimented it overseas. A choice that increases the experiential offer dedicated to consumers, opens up new avenues in line with the main social and technological trends and effectively speaks to the youngest, the brand’s target audience.

The launch of the Triple Cheeseburger thus became the occasion for the creation of a unique creative project involving three emerging artists from the NFT universe and Ghali, testimonial of the project, face of the McDonald’s campaign and promoter of the values of togetherness, inclusion and multiculturalism.

Under his guidance, the artists Daniele Tozzi, specialized in calligrams, Serena Gianoli, illustrator, and Nicola Laurora aka Nico189, illustrator, have reinterpreted the theme of “level up” – a concept at the basis of the new McDonald’s sandwich that wants to bring the consumer to a further level of taste – in order to create three digital works of art to be converted into NFT. Works that refer to the value of layering, diversification and enrichment of tastes, ideas and lifestyle.

The McDonalds NFT competition

A total of 300 certified and authentic NFTs were produced in 100 copies of each artwork, which McDonald’s is raffling off in a dedicated competition until 5 April. Anyone can take part in the draw by registering on the McDonald’s app, buying a Triple Cheeseburger and entering the code on the receipt in the appropriate section.

“We look at the NFT world with the aim of diversifying and innovating the experiential offer dedicated to our younger customers, always one step ahead in identifying new trends. We are proud to have been the first in the industry to have grasped the potential of NFTs, investing in the talent of young artists and making it accessible to all” comments Raffaele Daloiso, Chief Marketing Officer McDonald’s Italia. “An experience close to the principles of accessibility and inclusion that have always characterized our brand and consistent with the values of welcoming and listening to consumers”.

 

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McDonald’s wants its own space in the metaverse. The fast food giant has filed ten new trademark applications.

McDonalds in the metaverse

McDonald’s intention is to build a “virtual restaurant with real and virtual products”, as announced via Twitter by Josh Gerben, a trademark lawyer.

McDonald’s is headed to the metaverse.

The company has filed 10 (TEN!) trademark applications indicating it plans to offer “a virtual restaurant featuring actual and virtual goods” and “operating a virtual restaurant featuring home delivery.”#Mcdonalds #Metaverse pic.twitter.com/J9pK7EK9nl

— Josh Gerben (@JoshGerben) February 9, 2022

The documents submitted by McDonald’s would refer, among other things, to trademark registration for “Operating a virtual restaurant with real and virtual products” and “Operating an online virtual restaurant with home delivery”.

Panera Bread also enters the metaverse

Panera Bread, another major American fast food chain with more than 2,000 bakery cafés across the United States and Canada and which plans to list itself by the first half of 2022, has also registered trademarks for virtual restaurant openings and services in the metaverse, one day before McDonald’s.

To be more precise, according to initial rumours, Panera Bread has registered trademarks related to the world of non-fungible tokens (NFTs) to facilitate commercial transactions of virtual food and beverages, as well as computer programmes to access these tokens in the metaverse. Under the brand name “Paneraverse”, the restaurant also intends to create virtual restaurants and delivery functionalities.

Metaverse-mania

The two fast food chains are following in the footsteps of many other large companies, such as Nike, Ferrari, Walmart, Nvidia, Adidas, Epic Games, Microsoft and Apple, as well as Facebook’s big plan to use the metaverse for its future social networking business.

“When you see this critical mass of large companies making this many new trademark filings, it’s very clear this is coming”,

Gerben told Forbes.

Gerben went on to point out how many companies that have not yet entered the metaverse are nonetheless looking forward to it so as not to risk being left out of a potentially big business.

“I think you’re going to see every brand that you can think of make these filings within the next 12 months,” Gerben added. “I don’t think anyone wants to be the next Blockbuster and just completely ignore a new technology that’s coming”.

The projects of Panera and McDonald’s

George Hanson, chief digital officer of Panera, explained to Forbes: 

“Panera is always working to be at the forefront of technological advancement. As a brand, we are constantly looking for new ways to enhance our guests’ experience, both in our cafes and in the metaverse”.

McDonald’s, on the other hand, didn’t want to make any official statements about the news at this time, but what is certain is that the company collaborated a month ago with Humberto Leon, co-founder of fashion brand Opening Ceremony, to create a zodiac collection in the Metaverse to celebrate the year of the tiger in the Chinese calendar. 

“We’re honored to celebrate this Lunar New Year through his art expressions and hope our fans will enjoy this very cool and celebratory experience with us”.

This was said twenty days ago by Elizabeth Campbell, Senior Director of Cultural Engagement at McDonald’s.

According to the trademark attorney, the approval of patents filed by McDonald’s should usually take eight to nine months, but there should be no problem in obtaining a licence even sooner.  

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