​Could the metaverse be for you?

The metaverse is still in its early stages and consumers –and operators – may not fully understand it. But could the virtual world people access in the metaverse have real-world potential for restaurants? New research from PYMNTS and Paytronix found that it could, particularly among grab-and-go customers. Of the consumers surveyed who already participate in the metaverse or are interested in it, 38 percent said they would be willing to integrate restaurant purchases into this environment, including 51 percent of grab-and-go customers. Greater clarity about the connection between food and the metaverse may increase those numbers: A combined 21 percent of consumers surveyed who said they are not interested in buying food in the metaverse said it’s because they are either unfamiliar with it or think it is complicated. If you’re curious to see how the restaurant-metaverse connection evolves, or to understand it better, consider Chipotle, which is launching a Burrito Builder on the gaming platform Roblox. Players of Roblox can build burritos virtually to earn Burrito Bucks, then exchange that virtual currency for real food at a Chipotle restaurant. Marketing Dive reports that IHOP is tapping into the metaverse with a virtual loyalty program that allows users to earn digital PanCoins that can be exchanged for real-world pancakes. The startup Tablz has also developed a reservations technology that allows guests to virtually tour a restaurant and select their preferred table when making a reservation – something that could help enhance a dinner out on a special occasion.

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