Fast-food chains are serving up NFTs

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Do you want fries to go with that? NFTs are being served at fast-food restaurants such as Taco Bell, Burger King, McDonalds and Pizza Hut.

Nonfungible tokens (NFT) have exploded in popularity in recent months, with crypto artists, gamers, musicians, celebrities, and even fast food restaurants using the technology in a variety of ways.

Fast food behemoths like McDonald’s, Burger King, and Taco Bell are embracing NFTs for their ability to offer gamified promotions and delivery of their goods and services.

Here’s a quick look at how NFTs are being used in the fast-food industry.

Burger King

Burger King, not to be outdone, made its entry into the NFT arena with the release of a series of digital collectibles under the “Keep It Real Meals” marketing campaign.

Every Burger King customer will be able to receive one of three collecting game pieces by scanning the QR code that comes with their meal. Once a player has collected all three tokens, they will be awarded a fourth token, which might be a digital collectible, a year’s supply of burgers, or a call with one of the campaign’s celebrity advocates.

Taco Bell

Because of its Mexican-style goods, Taco Bell is a popular fast food chain in the United States. Taco Bell, the first fast-food company to provide collector tokens, unveiled a new NFT collection in March 2021 as part of a marketing push.

Taco Bell NFTs (Taco Art) are creative depictions of the company’s fast-food offerings, with some purchasers willing to spend up to 10 Ether (ETH) for a single Taco Bell NFT. The proceeds from the sale, according to the restaurant chain’s tweets, were donated to charity.

McDonald’s

Despite China’s restriction on practically all crypto-related activities, McDonald’s China will distribute 188 NFTs to its staff and customers as part of a giveaway to commemorate the franchise’s 31st anniversary.

The NFTs are three-dimensional creative renditions of McDonald’s China’s new office headquarters created in collaboration with digital asset production agency Cocafe for a project titled “Big Mac Rubik’s Cube.”

Pizza Hut

Pizza Hut’s Canadian affiliate, known for its all-you-can-eat pizza buffet, has produced an NFT project dubbed “1 Byte Favourites,” which consists of digital NFT images of pizza slices.

The company said on March 17 that it would provide NFT photos of a slice of pizza every other week. Each slice and NFT image would come with its own recipe, and interested consumers would be able to download the NFTs from Rarible.

“An opportunity to provide fans another option to get their hands on their favorite Pizza Hut recipes, even if it’s virtual,” said Pizza Hut Canada chief marketing officer Daniel Meymen of the NFT campaign.

Marketing strategy for corporations to sell themselves

Marketers have jumped on the NFT bandwagon to gain a piece of the pie and catch people’s attention by leveraging the unique technology, just like they did with every other popular trend online.

Selling products with the NFT badge and other digital collectible phrases as part of a campaign is soon becoming a winning tactic for fast food and other consumer goods firms.

Even when the collectibles aren’t restricted or uncommon, the general public continues to pay extravagant sums for NFTs. The jury is still out on whether this is the future of brand marketing or just a passing fad.

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