Home » See inside the virtual worlds created by Wendy's, Chipotle, and McDonald's as the metaverse becomes the latest battleground for fast food

See inside the virtual worlds created by Wendy's, Chipotle, and McDonald's as the metaverse becomes the latest battleground for fast food

See inside the virtual worlds created by Wendy's, Chipotle, and McDonald's as the metaverse becomes the latest battleground for fast food
Insider the Wendy's metaverse.

  • Retail chains are opening up virtual metaverse locations accessible through VR headsets.
  • Chipotle and Wendy's launched virtual restaurants where customers can receive codes for real food.
  • McDonald's and Panera filed trademark applications that signal future metaverse openings.
In 2021, Facebook rebranded itself as Meta and started discussing its focus on building out the metaverse.

Facebook metaverse entertainment meta
Facebook, now called Meta, has created a number of images to show how the metaverse might look in the future.

The metaverse is version of the internet where users can interact using digital avatars in an online space.

Mark Zuckerberg showing his 'metaverse' avatar during Connect 2021
Mark Zuckerberg showing his 'metaverse' avatar during Connect 2021

Some experts predict that the metaverse could eventually become a multibillion dollar business with the potential to disrupt the retail industry. As a result, some companies are trying to join the metaverse early.

One Times Square in Decentraland
A virtual rendition in the Decentraland metaverse of One Times Square in New York City, by Digital Currency Group and Jamestown

Source: Insider

A few fast food chains, including Wendy's, have already started to enter the metaverse.

Wendy's metaverse
Wendy's worked with Meta to debut the Wendyverse in April.

Wendy's metaverse
The Wendyverse Town Square features a familiar Wendy's restaurant, plus other bits of decor like a giant Wendy statue.

Wendy's metaverse
Anyone with a Meta Quest 2 can make an avatar and visit the restaurant.

Wendy's metaverse
Insider the Wendy's metaverse.

The world is open for exploring, or players can follow the "To Do List."

Wendy's metaverse
"The full vision of metaverse may be years away, but brands should start experimenting on what their metaverse presence will be now," Meta VP of Metaverse Vishal Shah said in a statement regarding the launch of the Wendyverse.

Wendy's metaverse
The restaurant interior should look familiar to any Wendy's customer, with its traditional counter service, fries, and Frostys.

Wendy's metaverse
Users can get their virtual food and sit at tables.

Wendy's metaverse
They can also head behind the counter if they want to experience Wendy's from the other side.

Wendy's metaverse
To play games and win prizes, users can head over to the Buck Biscuitdome in Partnership Plaza.

Wendy's metaverse
There, players can compete against each other on the basketball court.

Wendy's metaverse
Instead of a basketball, users can play with a Baconator.

Wendy's metaverse
Players can win a $1 sausage or bacon, egg, and cheese biscuit at a real-life Wendy's.

Wendy's metaverse
Anyone who doesn't have the $300 Meta Quest 2 can still see the virtual world at Wendyverse.com.

Wendy's metaverse
Wendy's CMO Carl Loredo called the Wendyverse "truly a first of its kind."

Wendy's metaverse
Chipotle was even earlier to the metaverse.

Chipotle Roblox Halloween
The fast-casual chain launched a virtual restaurant in the metaverse, using the platform Roblox, for Halloween in 2021.

Chipotle Roblox Halloween
Players could dress their avatars in Chipotle-themed costumes like a burrito mummy, chip bag ghost, and "Guacenstein."

Chipotle Roblox Halloween
Chipotle's metaverse was interactive, including hidden items for users to find in its Boorito Maze.

Chipotle Roblox Halloween
Thousands of users also received codes for free burritos in Chipotle's virtual locations, which could be redeemed in physical restaurants.

Chipotle Roblox Halloween
Chipotle launched another Roblox location in April, with a 90s-themed restaurant that users could visit.

Chipotle Roblox
Players can virtually step into the first Chipotle, opened in 1993, where they can also try their hand at working behind the counter.

Chipotle Roblox
Users can play the Burrito Builder game by making customer orders within a limited amount of time.

Chipotle Roblox
Successfully rolling the burritos leads to in-game Burrito Bucks, the game's currency.

Chipotle Roblox
The first 100,000 players will get codes for free real-life burritos, and players at the top of the leaderboard at the end of each day can win free burritos for a year.

Chipotle Roblox
Players can also play other games, including one in which they deliver burritos, for more rewards.

Chipotle Roblox
Burrito Bucks can be used for speed boosts during the games and additional uniforms.

Chipotle Roblox
McDonald's ventured into the metaverse with a virtual Lunar New Year celebration through virtual reality platforms AltspaceVR and Spatial.

McDonald's metaverse hall of zodiacs

Source: Food and Wine

The exhibit included statues of the 12 zodiac signs inspired by Chinese carvings.

McDonald's metaverse hall of zodiacs
Visitors could hear their horoscope readings during the visit.

McDonald's metaverse hall of zodiacs
Zodiac signs are based on the year a person was born, and can give predictions about what to expect in the coming year.

McDonald's metaverse hall of zodiacs
Designer Humberto Leon said he was inspired by pop culture and his work in fashion.

McDonald's metaverse hall of zodiacs

Source: McDonald's

The virtual celebration featured lanterns, a staple of the holiday tradition.

McDonald's metaverse hall of zodiacs
McDonald's also filed several trademark applications that suggest it plans to open a virtual restaurant in the metaverse, possibly similar to Wendy's and Chipotle's versions.

McDonald's metaverse hall of zodiacs

Source: Nation's Restaurant News

McDonald's filed trademarks for a "virtual restaurant featuring actual and virtual goods" and "operating a virtual restaurant featuring home delivery."

McDonald's metaverse hall of zodiacs
Panera seems to have similar plans, and filed to trademark "Paneraverse" earlier this year.

panera

Do you have a story to share about a retail or restaurant chain? Email this reporter at mmeisenzahl@businessinsider.com.

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