UAE-born startup and burger bar Pickl served their signature burgers to visitors via the metaverse, who received it physically a few minutes later.
The experience was brought to life at Commercial Bank International’s (CBI) Activation Partner stand in the XVerse tent during GITEX Global at the Dubai World Trade Centre. “The two Dubai-headquartered, UAE-founded brands made history by bringing a large-scale Metaverse dining experience to life for the first time,” Pickl said in an emailed statement.
“We’ve been working on our Metaverse plans all year and this collaboration with CBI was the perfect opportunity to showcase the possibilities that restaurants have in the virtual world,” Pickl’s comms director Simon Ritchie said.
Ritchie added: “As Pickl expands across the globe, we envision our guests meeting with friends from other countries in different Pickl Metaverse activations while simultaneously enjoying our burgers and sandos together.”
Visitors could collect a token in a simulated Web3 wallet, giving them access to the experience through the metaverse, after creating their own avatar.
After redeeming the token from the Pickl register, the burgers were prepared fresh to order at Pickl’s food truck and delivered directly to the customer at the CBI stand in real-time.
“It’s the first time any fast-food brand around the world has directly experienced a proper physical-to-digital Metaverse dining experience on a large scale. By doing so, Pickl and CBI have highlighted the future potential for food ordering in the virtual world and how the Metaverse will further enable a digital economy,” CBI head of strategy and innovation, Giovanni Everduin said.
By entering CBI’s virtual space through an “immersive wrap-around floor-to-ceiling screen,” visitors had to navigate their way to the Pickl counter and place their order. Visitors could choose from cheeseburgers, chicken sandos or plant-based impossible cheeseburgers.
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