Award-winning burger joint Pickl is the first UAE-based restaurant to enter the metaverse.
Defined as a “simulating digital environment made up of augmented reality (AR), virtual reality (VR) and blockchain, the metaverse promises to create a space with a rich user experience while impersonating the real world.” With an evident surge in global interest to secure a presence in the metaverse, the buzzword was bound to catch the attention of the innovative, trendy burger joint.
Pickl fans exploring the metaverse will be able to participate in exclusive brand-themed games, purchase virtual apparel and Pickl-inspired NFTs which can be redeemed for physical items or be used as virtual apparel to customize their avatar. In addition, Pickl has announced plans to also launch its very first virtual restaurant later this year.
Pickl founder and CEO Steve Flawith said: “We are excited to take our first steps into the metaverse with the launch of a digital Pickl. It’s the beginning of what we are sure will be a bright future for the brand in the virtual world. In the short term, we will be able to hold meetings with our international teams and showcase our brand to our franchise partners in the Metaverse, giving us greater global reach than ever before.”
Pickl is in the middle of worldwide expansion plans and is currently exploring franchise opportunities across the GCC. Chief licensing officer Ashley Griffiths said: “As Pickl is set to go global in 2022, the metaverse is the next step in our expansion plans. As chief licensing officer, I’ll be able to bring potential franchisees into the metaverse to experience Pickl firsthand, no matter where they are in the world.”
The virtual world is also spilling into the physical world at Pickl, with its soon-to-open Innovation Test Kitchen featuring a dedicated metaverse area for the Pickl team to experiment virtually.