Dubai’s popular burger joint Pickl is the latest to venture into the metaverse, announcing that it will soon open a virtual restaurant.
The virtual restaurant is fully-equipped to welcome both its existing fans, and curious palates from across the globe, with the virtual tour showing a glimpse of what they can expect from the brand’s restaurant in the metaverse.
“We’re excited to be turning our Metaverse ambitions into a reality. Bringing people together globally into our Pickl restaurants is our plan for the next five years, but thanks to the potential of the Metaverse we’ll be able to do it much sooner than expected,” Pickl’s strategy director Simon Ritchie told Arabian Business.
Pickl’s meta restaurant was carefully designed to replicate each feature available at its physical outlets.
With an area of 2,000 sq ft, the venue will host exclusive brand-themed games and sell virtual apparel and Pickl-inspired NFTs, which can be redeemed for physical items, or be used as virtual apparel to customize their avatar.
“Our virtual Pickl will have everything that makes our physical outlets special, plus much more thanks to the limitless possibilities of the metaverse,” Pickl founder and CEO Steve Flawith, said. “The Pickl restaurants across the UAE have always been places to spend time and enjoy yourself, and Pickl in the metaverse will be no different.”
To match the brand’s plans to bring food delivery into the virtual world, the restaurant will also feature a designated area for delivery riders to allow UAE-based users to place their orders while in the metaverse and receive the delivery in the physical world.
Launched in JLT in 2019, Pickl has since expanded across Dubai and Abu Dhabi.
The burger joint, which won the ‘Best Burger Restaurant’ at the Time Out Dubai Restaurant Awards 2022, has its outlets currently at Motor City, City Walk, Corniche, Mamsha Al Saadiyat, Time Out Market, Madinat Badr and Al Safa.
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