ALEXANDRIA, Va.—McDonald’s could open a virtual restaurant in the metaverse that would deliver food online and in person, reports Business Insider. Panera Bread also may enter the metaverse.
Both companies have filed patents with the U.S. Patent and Trademark Office. McDonald’s filed 10 trademark applications covering both McDonald's and McCafé, and one of the trademarks was for "virtual food and beverage products," including NFTs, while another included "operating a virtual restaurant online featuring home delivery." It also trademarked entertainment services and events under the McDonald's and McCafé brands, including "online actual and virtual concerts."
A trademark lawyer tweeted that McDonald’s is protecting the concept of a McDonald's restaurant in the metaverse that can sell both virtual and real-world food.
“You are hanging out in the metaverse and get hungry. You don't have to put down your headset. You walk into a McDonald's and place an order. It arrives at your door a little while later,” trademark lawyer Josh Gerben tweeted.
Panera filed a trademark for a “Paneraverse,” which includes NFTs, virtual entertainment services and a virtual reward program.
Nike has entered the metaverse through its Metaverse Studio and has patented plans for virtual assets ranging from avatars to “cryptokicks.” Gucci, Microsoft and Crocs are working on their metaverse offerings, reports Business Insider.
“I think you're going to see every brand that you can think of make these filings within the next 12 months,” Gerben told Forbes. “I don't think anyone wants to be the next Blockbuster and just completely ignore a new technology that's coming.”