For its entrance into the metaverse, the fast-food giant is thought to have filed eleven trademarks with the US Patent and Trademark Office, including one for McCafé.
McDonald’s is apparently the next large company looking to cash in on the metaverse’s explosive expansion. For its entrance into the metaverse, the fast-food giant is thought to have filed eleven trademarks with the US Patent and Trademark Office, including one for McCafé.
On February 4, one of the trademarks was filed for “virtual food and beverage goods.” Another is for “running an online virtual restaurant with home delivery.”
This will allow the company to open a chain of eateries in the metaverse that will accept online orders and deliver to your home or anywhere else in the metaverse. According to a Times of India report, the virtual food and beverages will most likely be in the form of downloaded multimedia files with artwork, text, audio, movies, and non-fungible content.
According to trademark attorney Josh Gerben’s tweet, “You’re in the metaverse and you’re getting hungry. You are not required to remove your headphones. You go into a McDonald’s and order something. It appears at your door after a short time.”
What exactly is the Metaverse?
A metaverse is a collection of three-dimensional virtual worlds designed to encourage social interaction. It requires employing virtual reality to immerse oneself in the internet environment. It encompasses a wide range of activities, including games, gatherings, and shopping. To use Metaverse, you must first put on a virtual reality headset before connecting to the virtual reality interface.
How does it work?
Assume you’re wearing your virtual reality headset and have reached the Metaverse, and you suddenly crave a burger. Then you won’t have to leave the virtual world to order a burger, nor will you have to take off your headset; instead, you’ll be able to order your burger by visiting a McDonald’s store within the metaverse.
To put it another way, if you’re playing a video game and you come across a McDonald’s in the virtual world, you may visit the establishment and place an order for a burger. You’ll feel as if you’re shopping in a real store, and your order will be delivered to your home.
After the due process of scrutiny, which takes the US Patent and Trademark Office roughly nine months, Gerben told Forbes that McDonald’s is expected to be awarded all of the trademarks it has registered for.
Under the same McDonald’s and McCafé brand names, there are also trademarks for virtual events and entertainment services, such as “online actual and virtual concerts.” In February, the firm announced a collaboration with Humberto Leon, co-founder of the fashion label Opening Ceremony, to debut a zodiac line in the metaverse. It’s called McDonald’s Hall of Zodiacs: 2022 Lunar New Year, and it’s the world’s first cross-media collaboration.
The project intends to capitalise on the Lunar New Year celebrations, which take place from February 1 to 15, and are the most important Chinese festival. Leon developed the animal designs for the zodiacs in this collection.
According to Leon, McDonald’s has “always been committed to embracing and promoting the universality of all cultures.” “I’m happy to present a true expression of my identity and the influences that have shaped it, to which I know many can identify, by kicking off Lunar New Year with McDonald’s in a way that highlights the creativity and inventiveness of the Asian American community.” Leon is a Chinese-Peruvian American whose cross-cultural perspective informs his work.
Elizabeth Campbell, McDonald’s senior director of cultural engagement, emphasised that the timing was ideal for the company to enter the metaverse. She explained that the Year of the Tiger represents “bravery, strength, and confidence,” making it an appropriate time for the enterprise.
“We’re honoured to be able to celebrate the Lunar New Year through his (Leon’s) artistic creations, and we hope our followers will join us in this very cool and festive event,” Campbell added.
Nike, Adidas, Louis Vuitton, and a slew of other well-known brands have started experimenting with the metaverse’s tremendous potential. “I believe any brand you can think of will file these files within the next 12 months,” Gerben predicted to Forbes. “I don’t think anyone wants to dismiss a new technology totally.”