NFT via fast food toys with crypto collectibles

As part of its new Royal Perks loyalty program launch, BK teamed up with Sweet to gamify NFTs, giving chain loyalists the opportunity to collect digital tokens that unlock yet more rewards once the set is complete. It revolves around the new “Keep It Real” marketing push, where celebrities create their ideal BK meal, entering customers into an NFT collectibles game. Of all the inventive crypto-blockchain plays we’ve heard about this year, we submit Burger King’s deal with non-fungible token (NFT) marketplace Sweet as perhaps the coolest.

Let’s look at the menu. According to a Burger King announcement, we’ve got the “The Cornell Haynes Jr Meal aka NELLY” (classic flame-grilled Whopper®), “The Larissa Machado Meal aka Anitta” (Impossible™ Whopper), or “The Chase Hudson Meal aka LILHUDDY” (hand-breaded Spicy Ch’King™ with cheese).

News site Restaurant Dive summarized it thusly: “Guests can scan a QR code on each Keep It Real Meal box to receive one of three collective NFT game pieces, according to details shared with Marketing Dive. When the full set is collected, guests are programmatically provided a fourth NFT, a reward that could be a 3D digital collectible, free Whopper sandwiches for a year, autographed merchandise or a call with one of the campaign’s celebrity ambassadors.”

Gamified goodies in NFT form is a digital-first way for Burger King to promote the banning of 120 artificial ingredients from its yummy items, but we see other possibilities.

For Whopper shoppers of another generation, we’d like to suggest “The Yoko Ono aka Screamer meal” (a bun with nothing on it, expressing an artist’s search for meaning), or “The Mick Jagger aka Too Old to Rock and Roll meal” (burger and fries with free hip replacement).

Or not. But there’s no end to the creative possibilities.

Would You Like Digital Fries With That?

As early as Q1, Pizza Hut Canada introduced “1 Byte Favourites Pizza,” creating a new digital-with-cheese asset category in the process: the NFP, or “non-fungible pizza.”

Burger King isn’t the first fast-food chain to tinker with NFTs this year — and it won’t be the last.

In a statement, the chain said, “At a time when NFTs are going for record highs on cryptocurrency marketplaces, Pizza Hut is offering 1 Byte Favourites for record-low prices. Pizza Hut will offer these perfect 8-bit slices (8 bits = 1 byte) for approximately the cost of one real bite of pizza, or 0.0001 ETH.”

So now we also understand the value that Ethereum ascribes to a single bite of pizza. Good to know for the budget-conscious blockchain burger fans out there.

It’s really corporate altruism, as the chain explained that “Pizza Hut believes no world should exist without pizza, especially their pan pizza. That’s why they wanted to make sure it was enshrined in the digital universe.” It’s a sentiment all but the lactose-intolerant can support.

And did anyone think McDonald’s wouldn’t cash in on the NFT action? Also in Q1, McDonald’s France began offering NFTs as prizes. Marketing industry news site Famous Campaigns reported back in April that “the fast-food company revealed its first two NFTs representing the iconic Big Mac and a box of Chicken McNuggets. This was followed by a post on Twitter … announcing the release of two more NFTs representing a sundae and fries.”

“Even though the NFTs will not initially be sold by McDonald’s, the winners of the contest will be able to do whatever they want with them – including selling them,” the site added.

We smell a business opportunity. It’s oddly reminiscent of pizza and burgers.

Why should fast-food and quick-service restaurants have all the NFT fun?

Consumer Goods Want in on the Non-Fungible Fun

As Adweek reported, “The Kellogg’s-owned snack brand is auctioning off 50 limited-edition pieces of animated artwork as non-fungible tokens (NFTs) around a virtual flavor called CryptoCrisp.”

Chip-maker (that’s potato, not semiconductor) Pringles created and auctioned off some original NFT artwork — of a Pringles can. At the going rate of $600 each, we don’t see a problem.

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