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Virtual Stores Test Consumers’ Appetite for Metaverse Marketing
Wendy’s and Chipotle join a growing number of companies exploring the potential of virtual worlds
Restaurants' Virtual Stores Test Consumers' Appetite for Metaverse Marketing
The Wall Street Journal, Ann-Marie Alcántara, April 5, 2022
Fast-food chains are testing virtual stores to explore the metaverse's marketing potential. Wendy's opened a virtual restaurant in Meta's Horizon Worlds virtual reality game; visitors can engage in basketball-themed gameplay near the simulated establishment. Wendy's Carl Loredo said the chain will track engagement metrics, including how many people visit the virtual restaurant or post about it on social media, and how many interact with its food-ordering application. Chipotle Mexican Grill will unveil a virtual outlet simulating its original Denver restaurant on the Roblox gaming platform; players who successfully roll virtual burritos in the game will earn "Burrito Bucks" good for real-world items at Chipotle restaurants. Said Chipotle's Chris Brandt, "This promotion and this initiative that we have with Roblox really starts to separate itself from a lot of what other people are doing, and really blur that line between the real world and the metaverse." .... '
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