The presence of restaurants in the metaverse is still too new to say for sure what strategies (if any) will be key to ensuring customer loyalty in virtual reality (VR), but the quick service restaurant (QSR) giant ) Wendy’s argued in an interview with PYMNTS that the key to success in the space is focused on fostering digital communities.
jimmy bennettVice President of Media and Social Networks at The Wendy’s Company, said that communication with users who frequent virtual spaces is key to the success of brands not only in the metaverse but in all digital locations.
“While other brands may enter spaces and unnecessarily distract, interrupt or detract from the experience, we listen, learn and prepare to ensure we always show up to improve and add value to every interaction with our fans,” said Bennett. “As we’ve seen this community rapidly expand on platforms like Twitch, Discord, TikTok, and across multiple gaming verticals, we’re right there with them.”
The brand, which operates around 7,000 restaurants worldwide, has been launching a range of brand experiences at Meta’s worlds horizon Virtual reality platform, including a breakfast-themed obstacle course, a virtual basketball court, and most recently a digital ski slope, among others, all under the “Wendyverse” banner.
See also: Wendy’s and Kraft invest in Metaverse restaurants
Regular communication with the brand’s clients on these platforms helps the company “stay ahead” of these emerging spaces, Bennett said.
by the numbers
According to data from the July edition of the PYMNTS Digital Divide study, “Digital divide: the passage to the metaversecreated in collaboration with Paytronix, which was based on a May survey of approximately 2,700 US consumers, nearly one in four have already used the metaverse or expressed a strong interest in doing so. Additionally, this share jumped to four in 10 Gen Z and millennial consumers.
Read more: Study shows restaurants see metaverse as a new loyalty game
Most of these consumers were interested in integrating dining experiences into their digital routines. 54% of consumers who have already used the metaverse or are very interested in doing so were “very or extremely interested” in integrating restaurant shopping into their metaverse experiences, and another 19% were somewhat interested.
Additionally, metaverse participants were significantly more likely to engage with restaurant loyalty offers than non-participants, meaning that earning these consumers’ spend could be key to attracting consumers who will return frequently and engage. with the brands’ omnichannel offers. Seventy percent of metaverse participants and highly engaged consumers in the metaverse participated in loyalty programs, compared to just 45% of the general population.
The race to the metaverse
Brands ranging from QSR and fast-casual giants like McDonald’s and Panera Bread to smaller chains like New York City’s Bareburger and food companies like Kraft have all taken steps toward opening restaurants in the metaverse.
See more: Restaurants open Metaverse stores in race to be ‘restaurant of the future’
In an interview with PYMNTS, geoff alexanderCEO of Chicago-based Asian-style restaurant brand wow baowhich has hundreds of virtual locations and a handful of physical stores, hinted at an upcoming announcement about the company’s metaverse plans in the coming weeks.
Read more: Wow Bao taps into vending machines as restaurants rethink drive-thru
“There is a great way to create community; there is a great way to create loyalty; there is a great way to create rewards; there’s a great way to create engagement,” he said, “and when we make our announcement to the metaverse, I think we’ll be able to hit all these different points and do something that hasn’t been done before. ”
Trust the experts
Wendy’s, for its part, focused on knowing the terrain before diving in.
“Our presence in the space is based on our deeply rooted approach to community development: look before you go all in,” said Bennett.
He noted that there is a distinct culture around metaverse engagement and said the best route to success in the space is to lean on those who know it best, collaborating with those who already excel at metaverse engagement rather than just entering like a stranger
Through these efforts, the company is also able to more effectively drive adoption of its promotions, which in turn drives consumers to engage with Wendy’s e-commerce channels. More recently, for example, in conjunction with the mid-July launch of Wendy’s Frosty Village in Horizon Worlds, the company offered free fries with a purchase of Strawberry Frosty through the Wendy’s app.
“When we started working on Wendyverse, we identified that creator culture plays a key role,” said Bennett. “As brands begin to engage in this new dimension, it’s important to respect the people and fans who have been in this space and made it what it is today.”
