The iconic American restaurant chain McDonald’s looks like it is preparing to make a move into the Metaverse by registering for 10 trademarks in the virtual space.
Trademark attorney and founder of Gerben Intellectual Property Josh Gerben tweeted today that McDonald’s submitted a trademark application on Feb. 4 including plans for “a virtual restaurant featuring actual and virtual goods” and “operating a virtual restaurant featuring home delivery.”
Based on the application, the restaurant chain will be able to provide “downloadable multimedia files” for artwork, audio and video files, and nonfungible tokens (NFT).
McDonald’s also included its McCafe brand in the Metaverse trademark application. The brand would be ready to offer entertainment services “namely, providing on-line actual and virtual concerts and other virtual events.” Could McCafe become the new branded virtual destination to catch a sponsored concert from one of your favorite acts?
McDonald’s would be competing against other emerging virtual concert organizers like Animal Concerts. Such concerts eliminate geographical barriers that have prevented fans from seeing their favorite acts perform, and also vastly reduce the cost of touring.
The golden arches joins bakery and cafe chain Panera Bread in efforts to move its brand into the Metaverse. Panera Bread submitted a similar trademark application on Feb. 3 for a virtual restaurant and cafe chain called PANERAVERSE.
Its plans also include downloadable content and NFTs, virtual food and beverage items, and the virtual facilities where users can congregate.
Gerben told Forbes on Feb. 9, “I think you’re going to see every brand that you can think of make these filings within the next 12 months,” adding:
“I don’t think anyone wants to be the next Blockbuster and just completely ignore a new technology that’s coming.”
The average time for the US Patent and Trademark Office to review an application for a trademark is about nine and a half months, but Gerben believes that neither McDonald’s nor Panera Bread will have any trouble gaining approval for their trademarks.