See inside the virtual worlds created by Wendy's, Chipotle, and McDonald's as the metaverse becomes the latest battleground for fast food

Mary MeisenzahlApr 9, 2022, 20:17 IST

Insider the Wendy's metaverse.Wendy's

Retail chains are opening up virtual metaverse locations accessible through VR headsets.
Chipotle and Wendy's launched virtual restaurants where customers can receive codes for real food.

In 2021, Facebook rebranded itself as Meta and started discussing its focus on building out the metaverse.

Facebook, now called Meta, has created a number of images to show how the metaverse might look in the future.Facebook

The metaverse is version of the internet where users can interact using digital avatars in an online space.

Mark Zuckerberg showing his 'metaverse' avatar during Connect 2021Facebook

Some experts predict that the metaverse could eventually become a multibillion dollar business with the potential to disrupt the retail industry. As a result, some companies are trying to join the metaverse early.

A virtual rendition in the Decentraland metaverse of One Times Square in New York City, by Digital Currency Group and JamestownBusiness Wire/AP Photo

Some experts predict that the metaverse could eventually become a multibillion dollar business with the potential to disrupt the retail industry. As a result, some companies are trying to join the metaverse early.

A few fast food chains, including Wendy's, have already started to enter the metaverse.

Wendy's

Wendy's worked with Meta to debut the Wendyverse in April.

Wendy's

The Wendyverse Town Square features a familiar Wendy's restaurant, plus other bits of decor like a giant Wendy statue.

Wendy's

Anyone with a Meta Quest 2 can make an avatar and visit the restaurant.

Insider the Wendy's metaverse.Wendy's

The world is open for exploring, or players can follow the "To Do List."

Wendy's

"The full vision of metaverse may be years away, but brands should start experimenting on what their metaverse presence will be now," Meta VP of Metaverse Vishal Shah said in a statement regarding the launch of the Wendyverse.

Wendy's

"The full vision of metaverse may be years away, but brands should start experimenting on what their metaverse presence will be now," Meta VP of Metaverse Vishal Shah said in a statement regarding the launch of the Wendyverse.

The restaurant interior should look familiar to any Wendy's customer, with its traditional counter service, fries, and Frostys.

Wendy's

Users can get their virtual food and sit at tables.

Wendy's

They can also head behind the counter if they want to experience Wendy's from the other side.

Wendy's

To play games and win prizes, users can head over to the Buck Biscuitdome in Partnership Plaza.

Wendy's

There, players can compete against each other on the basketball court.

Wendy's

Instead of a basketball, users can play with a Baconator.

Wendy's

Players can win a $1 sausage or bacon, egg, and cheese biscuit at a real-life Wendy's.

Wendy's

Anyone who doesn't have the $300 Meta Quest 2 can still see the virtual world at Wendyverse.com.

Wendy's

Wendy's CMO Carl Loredo called the Wendyverse "truly a first of its kind."

Wendy's

Chipotle was even earlier to the metaverse.

Chipotle

The fast-casual chain launched a virtual restaurant in the metaverse, using the platform Roblox, for Halloween in 2021.

Chipotle

Players could dress their avatars in Chipotle-themed costumes like a burrito mummy, chip bag ghost, and "Guacenstein."

Chipotle

Chipotle's metaverse was interactive, including hidden items for users to find in its Boorito Maze.

Chipotle

Thousands of users also received codes for free burritos in Chipotle's virtual locations, which could be redeemed in physical restaurants.

Chipotle

Chipotle launched another Roblox location in April, with a 90s-themed restaurant that users could visit.

Chipotle

Players can virtually step into the first Chipotle, opened in 1993, where they can also try their hand at working behind the counter.

Chipotle

Users can play the Burrito Builder game by making customer orders within a limited amount of time.

Chipotle

Successfully rolling the burritos leads to in-game Burrito Bucks, the game's currency.

Chipotle

The first 100,000 players will get codes for free real-life burritos, and players at the top of the leaderboard at the end of each day can win free burritos for a year.

Chipotle

Players can also play other games, including one in which they deliver burritos, for more rewards.

Chipotle

Burrito Bucks can be used for speed boosts during the games and additional uniforms.

Chipotle

McDonald's ventured into the metaverse with a virtual Lunar New Year celebration through virtual reality platforms AltspaceVR and Spatial.

McDonald's

The exhibit included statues of the 12 zodiac signs inspired by Chinese carvings.

McDonald's

Visitors could hear their horoscope readings during the visit.

McDonald's

Zodiac signs are based on the year a person was born, and can give predictions about what to expect in the coming year.

McDonald's

Designer Humberto Leon said he was inspired by pop culture and his work in fashion.

McDonald's

The virtual celebration featured lanterns, a staple of the holiday tradition.

McDonald's

McDonald's also filed several trademark applications that suggest it plans to open a virtual restaurant in the metaverse, possibly similar to Wendy's and Chipotle's versions.

McDonald's

McDonald's also filed several trademark applications that suggest it plans to open a virtual restaurant in the metaverse, possibly similar to Wendy's and Chipotle's versions.

McDonald's filed trademarks for a "virtual restaurant featuring actual and virtual goods" and "operating a virtual restaurant featuring home delivery."

McDonald's

Panera seems to have similar plans, and filed to trademark "Paneraverse" earlier this year.

Allana Akhtar/Business Insider

A restaurant owner flew to the Polish border to make pizza for people fleeing war in Ukraine. Here's what his job is like now.

Cookies on the Business Insider India website

See inside the virtual worlds created by Wendy's, Chipotle, and McDonald's as the metaverse becomes the latest battleground for fast food

In 2021, Facebook rebranded itself as Meta and started discussing its focus on building out the metaverse.

The metaverse is version of the internet where users can interact using digital avatars in an online space.

Some experts predict that the metaverse could eventually become a multibillion dollar business with the potential to disrupt the retail industry. As a result, some companies are trying to join the metaverse early.

A few fast food chains, including Wendy's, have already started to enter the metaverse.

Wendy's worked with Meta to debut the Wendyverse in April.

The Wendyverse Town Square features a familiar Wendy's restaurant, plus other bits of decor like a giant Wendy statue.

Anyone with a Meta Quest 2 can make an avatar and visit the restaurant.

The world is open for exploring, or players can follow the "To Do List."

"The full vision of metaverse may be years away, but brands should start experimenting on what their metaverse presence will be now," Meta VP of Metaverse Vishal Shah said in a statement regarding the launch of the Wendyverse.

The restaurant interior should look familiar to any Wendy's customer, with its traditional counter service, fries, and Frostys.

Users can get their virtual food and sit at tables.

They can also head behind the counter if they want to experience Wendy's from the other side.

To play games and win prizes, users can head over to the Buck Biscuitdome in Partnership Plaza.

There, players can compete against each other on the basketball court.

Instead of a basketball, users can play with a Baconator.

Players can win a $1 sausage or bacon, egg, and cheese biscuit at a real-life Wendy's.

Anyone who doesn't have the $300 Meta Quest 2 can still see the virtual world at Wendyverse.com.

Wendy's CMO Carl Loredo called the Wendyverse "truly a first of its kind."

Chipotle was even earlier to the metaverse.

The fast-casual chain launched a virtual restaurant in the metaverse, using the platform Roblox, for Halloween in 2021.

Players could dress their avatars in Chipotle-themed costumes like a burrito mummy, chip bag ghost, and "Guacenstein."

Chipotle's metaverse was interactive, including hidden items for users to find in its Boorito Maze.

Thousands of users also received codes for free burritos in Chipotle's virtual locations, which could be redeemed in physical restaurants.

Chipotle launched another Roblox location in April, with a 90s-themed restaurant that users could visit.

Players can virtually step into the first Chipotle, opened in 1993, where they can also try their hand at working behind the counter.

Users can play the Burrito Builder game by making customer orders within a limited amount of time.

Successfully rolling the burritos leads to in-game Burrito Bucks, the game's currency.

The first 100,000 players will get codes for free real-life burritos, and players at the top of the leaderboard at the end of each day can win free burritos for a year.

Players can also play other games, including one in which they deliver burritos, for more rewards.

Burrito Bucks can be used for speed boosts during the games and additional uniforms.

McDonald's ventured into the metaverse with a virtual Lunar New Year celebration through virtual reality platforms AltspaceVR and Spatial.

The exhibit included statues of the 12 zodiac signs inspired by Chinese carvings.

Visitors could hear their horoscope readings during the visit.

Zodiac signs are based on the year a person was born, and can give predictions about what to expect in the coming year.

Designer Humberto Leon said he was inspired by pop culture and his work in fashion.

The virtual celebration featured lanterns, a staple of the holiday tradition.

McDonald's also filed several trademark applications that suggest it plans to open a virtual restaurant in the metaverse, possibly similar to Wendy's and Chipotle's versions.

McDonald's filed trademarks for a "virtual restaurant featuring actual and virtual goods" and "operating a virtual restaurant featuring home delivery."

Panera seems to have similar plans, and filed to trademark "Paneraverse" earlier this year.