McDonald's Corporation is an American fast food company, founded in 1940 as a restaurant operated by Richard and Maurice McDonald, in San Bernardino, California, United States. They repopulated their business as a hamburger stand, and later turned the company into a franchise, with the Golden Arches logo introduced in 1953 at a location in Phoenix, Arizona. In 1955, Ray Kroc, a businessman, joined the company as a franchise agent and began buying the chain from the McDonald brothers. McDonald's had its original headquarters in Oak Brook, Illinois, but moved its world headquarters to Chicago in June 2018. McDonald's will open its stores in the metaverse. The fast-food restaurant filed 10 applications with the US Patent and Trademark Office earlier this month for the McDonald's and McCafe brands. The trademark refers to virtual food and beverage products. McDonald's, which has more than 39,000 locations in about 100 countries, claims they will be able to deliver food online.
"You're hanging out in the metaverse and hungry. You don't have to put your headset on. You walk into McDonald's and order. It arrives at your door moments later," said trademark attorney Josh Gerben.
McDonald's registration with the US Patent and Trademark Office is said to take about eight months.
"I think you're going to see every brand you can apply for in the next 12 months," Gerben said.
The Metaverse continues to be popular and is an evolution of the digital world. In the midst of the growing internet, the use of Metaverse also continues to increase and is used for product launches. Previously, Samsung had launched its newest phone, the Galaxy S22 series, at a place called 873X on the Decentraland metaverse platform. Associate Professor of SEB Telkom University, Andry Alamsyah said, the phenomenon of the plunge of a company or brand into the world of the metaverse occurs because of the company's desire to offer consumers a better experience. Then, apart from media promotion, Andry said, it is possible that the company will adapt the metaverse for office operational purposes such as meetings, especially in the midst of the Covid-19 pandemic.
"We don't support face-to-face meetings anymore, we use online usually using Zoom. But, right, Zoom is a limited experience, it feels like what's offered is only two-dimensional. So that's the difference between metaverse and not metaverse, namely two-dimensional and three-dimensional," he said.
McDonald's plans to expand into the virtual food and beverage sector, along with downloadable multimedia files containing artwork, text, audio and video files and non-fungible tokens (NFT). In addition, McDonald's has applied for its own IP (Intellectual Property) to cover matters relating to "entertainment service", in particular virtual and real world concerts and events. Other details reveal that McDonald's may also be considering operating a virtual restaurant featuring actual and virtual goods, operating an online virtual restaurant featuring delivery. McDonald's is gradually starting to penetrate the world of the metaverse. Some time ago, the fast food restaurant launched the NFT exhibition to celebrate the Chinese New Year. In October, they also launched a new NFT to mark the 40th anniversary of the McRib burger. McDonald's appears to be following other multinational companies entering the metaverse, such as Adidas, Nike, and Coca-Cola.
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