Once a niche concept hailed by technophiles, the metaverse is growing and could become mainstream, offering a new way to experience and navigate digital worlds. People log between 5 hours or more a week (or more) in virtual spaces for work, shopping, education, social, entertainment, etc., and many companies are betting on this new universe, creating ways for users to replicate their real, often dull lives in the metaverse, committed to advancing digital transformation. McDonald’s is one such example. The iconic fast-food chain has constantly been pioneering innovation since the first drive-through restaurant opened in 1975, and now it’s taking over the metaverse.
McDonald’s launched the immersive virtual experience My Happy Place for its customers in Singapore not long ago. It’s available via the official app in collaboration with Bandwagon Labs and local NFT artist The Hidden Walls, where visitors can build virtual burgers, play multiplayer games, and earn rewards – Grimace NFT holders enjoy exclusive perks. S’pore is one of the world’s most advanced nations in digital innovation, adoption, and transformation, currently leading the pack regarding metaverse awareness. This is a fantastic opportunity to leverage virtual and augmented reality technologies.
McDonald’s And Bandwagon Labs Collaborated Beforehand on A Series of NFTs
It’s not the first time McDonald’s Singapore and Bandwagon Labs have joined forces. Back in 2023, roughly 2,000 NFT profile pictures were released through the app of the popular food chain, bringing Grimace, one of the most iconic characters of McDonald’s fantasy world (McDonaldland), into the current digital collectibles phenomenon. The “soulbond” tokens are minted on Layer-2 blockchain Polygon: all Grimaces are dope, but some are rarer than others.
There are no secondary sales for this project, which means the NFTs are keepsakes for McDonald’s customers, as they can’t be transferred from the wallet that mints them.
To mint NFTs, connect a wallet to the Ethereum mainnet, like MetaMask or Web3Auth, and ensure it has a small balance. The Ethereum price USD is $3,669.70 at the time of writing. Each Grimace has different expressions and accessories, and it’s entirely free to redeem, but the gateway resides solely within the mobile app. Soon enough, owners of official Grimace NFTs can access special features in My Happy Place, such as unique wearable items, and delve into a secret island in the world or showcase Grimace portraits in the Restaurant of the Future.
The Challenges Faced Was That People Weren’t Using the McDonald’s App Enough
Many customers who routinely use the McDonald’s app have deleted it mainly due to the latest terms and conditions, which include updates on the global foodservice retailer’s liability in cases of injury, third-party errors, and in-app malfunctions, to name a few. Since people weren’t using or revisiting the app altogether, the brand decided to drive emotional relevance and boos customer experience instead of giving away more deals. The My Happy Place was designed to magnify Feel Good Moments and increase the number of daily active users. So far, the plan seems to be working: diners are coming back.
Stepping into the McMetaverse: My Happy Place Is Intuitive, Fun, And Very Realistic
My Happy Place is a 3D environment that allows users to meet like-minded friends, flex their creative muscles, and earn rewards by solving challenges. Here’s a fun idea to beat boredom the next time you get stuck at home: play Build-A-Burger and get exactly what you’re after. It’s a fun game to play by yourself or with your homies. Users can also design McDonald’s restaurant menus that keep the brand fresh in customers’ minds and appeal to local tastes – the average wait time for a customer is 90 seconds, so there’s not much leeway when it comes to allowing time-intensive recipes.
And let’s not forget about the prizes you can win through the Wheel of Deals, including limited edition Coca-Cola merchandise. The Deals are valid for 3 days from the moment you receive them. The metaverse is accessible by the app, as mentioned earlier, and lets customers earn real-life coupons and physical/digital rewards. According to Drina Chee, Senior Director of Marketing and Digital Customer Experience for McDonald’s Singapore, customers can dress their avatars in McDonald’s outfits, which are perfect for adding a nostalgic vibe. McDonald’s lost the meaning of “I’m loving it” along the way, so the brand is struggling to reconnect with popular culture.
McDonald’s retains full control of its in-app metaverse, and the project will be live for one month – June 6 to July 7 – until a detailed roadmap for deployment is devised. Clarence Chan, Founder of Bandwagon Labs, swears by the potential of the new technology in customer retention and fan engagement, stressing that current metaverse experiences malfunction due to third-party hosting and inadequate recognition or rewards for higher spending, engagement, and brand advocacy. If this innovative approach redefined food engagement globally, setting a new standard for connecting with customers, only time will tell.
McDonald’s Relies on Consistent Customer Experience Regardless of Location
In case you didn’t know, McDonald’s has 34,000 restaurants in 118 countries and territories across the globe, having maintained growth even in the years of the coronavirus pandemic. They treat employees, customers, partners, and virtually anyone fairly and with respect. The reason why McDonald’s is the biggest and most recognizable fast-food chain is that they perfect every element of their strategy and keep innovating. Innovation is the last thing that comes to mind when you think about your local McDonald’s restaurant. But if you give it some extra thought, you’ll see that the corporation has introduced many novelties over the years.
Whenever you crave McDonald’s, you can place an order on the app, but you’ll most likely end up in the Drive Thru – it’s fast, simple, and secure. The digital menu board allows you to see and confirm your order; you can even make payments with your phone. It’s just one example of how McDonald’s creates better experiences for all. The fast-food brand will continue to elevate its digital presence, innovating and reinventing because success is of the essence.