Would you like fries with that? Fast-food chains are serving up NFTs

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The past few months have seen an explo­sive uptake of non­fun­gi­ble tokens (NFT) as cryp­to artists, gam­ing enthu­si­asts, musi­cians, celebri­ties and now fast food chains deploy the tech­nol­o­gy in var­i­ous ways.

Fast food giants such as McDonald’s, Burg­er King and Taco Bell are tak­ing to NFTs because of their capac­i­ty to enable gam­i­fied pro­mo­tions and dis­tri­b­u­tion of their prod­ucts and services. 

Here is a quick look at emerg­ing NFT adop­tion in the fast-food sector. 

Taco Bell

Taco Bell is a pop­u­lar fast food brand in the Unit­ed States thanks to its Mex­i­can-style prod­ucts. In a March 2021 mar­ket­ing cam­paign, Taco Bell launched a new NFT col­lec­tion emerg­ing as the first among fast-food chains to offer col­lectible tokens.

Taco Bell NFTs (Taco Art) com­prise artis­tic illus­tra­tions of its fast-food offer­ings, with some buy­ers pay­ing upward of 10 Ether (ETH) for one Taco Bell NFT. Accord­ing to tweets from the restau­rant chain, earn­ings gen­er­at­ed from the sale were donat­ed to charity. 

Burger King

Not one to be left behind, Burg­er King announced its entry into the NFT space with the release of a range of dig­i­tal col­lectibles under a mar­ket­ing cam­paign dubbed “Keep It Real Meals.”

Every Burg­er King cus­tomer will be able to scan the QR code that comes with their meal to receive one of three col­lectible game pieces. Once a play­er receives all three, they will receive a fourth token that could be a reward of a dig­i­tal col­lectible, a year’s sup­ply of burg­ers or a call with one of the campaign’s celebri­ty spokespeople. 

McDonald’s

Despite China’s ban on near­ly every­thing cryp­to-relat­ed, McDonald’s Chi­na branch will release a set of 188 NFTs to its employ­ees and cus­tomers as part of a give­away cel­e­bra­tion of the franchise’s 31st anniversary.

The NFTs con­sist of three-dimen­sion­al artis­tic designs of McDonald’s China’s new office head­quar­ters in a project titled “Big Mac Rubik’s Cube,” and they were built in part­ner­ship with dig­i­tal asset cre­ation agency Cocafe. 

Pizza Hut

The Cana­di­an sub­sidiary of Piz­za Hut, a fast-food chain famous for its all-you-can-eat piz­za buf­fet, released an NFT project called “1 Byte Favourites,” which are dig­i­tal NFT images of piz­za slices. 

In a March 17 announce­ment, the com­pa­ny said it would issue NFT images of a slice of piz­za every oth­er week. Each slice and NFT image would come with a dif­fer­ent recipe, and inter­est­ed buy­ers will have access to the NFTs on Rarible. 

Piz­za Hut Cana­da chief mar­ket­ing offi­cer Daniel Mey­men said that the NFT cam­paign was “an oppor­tu­ni­ty to give fans anoth­er way to get their hands on their favorite Piz­za Hut recipes, even if it’s virtual.”

The new marketing medium for big brands

Like every oth­er pop­u­lar trend online, mar­keters have hopped onto the NFT band­wag­on to get a piece of the pie and grab people’s atten­tion by using the nov­el technology.

Fast food brands and oth­er con­sumer good brands are quick­ly dis­cov­er­ing that sell­ing their prod­ucts with the NFT badge and oth­er dig­i­tal col­lectible jar­gon as part of their cam­paign is a win­ning strategy.

Even in cas­es where the col­lectibles are not lim­it­ed or rare, the mass­es have con­tin­ued to buy NFTs at exor­bi­tant­ly high prices. The jury is still out on whether this is the future of brand mar­ket­ing or just hype that will soon die down.



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