This McDonald’s-themed metaverse restaurant serves food NFTs—but was built without the chain’s permission
A McDonald’s-themed restaurant may or may not be coming to the metaverse, depending on who you ask.
The concept is called McRTFKT’s (pronounced McArtifact’s), and is being billed on its website as “the metaverse’s first QSR virtual franchise.” To be clear, the restaurant will not be serving actual food, but rather NFTs that take inspiration from McDonald’s fast food items, such as a “Double McMurakami” burger and a “10-piece Pigeon McNuggets” meal. Each limited-quantity token can be acquired on NFT marketplace OpenSea for free, plus gas fees.
A restaurant in a virtual space is not a novel idea, as demonstrated in the past year by brands including Chipotle and Wendy’s. But the key difference with McRTFKT’s is that McDonald’s has nothing to do with it, despite the real chain’s IP existing in partial form on nearly every piece of the fake chain’s digital merchandise. NFT company RTFKT, which is owned by Nike and accounts for the other half of the name, also has no affiliation.
This may come as a surprise considering how plainly McRTFKT’s is implying a connection to the firms—even its logo is a portmanteau of the Golden Arches and RTFKT s swoosh-like insignia.
Tyler Cohen, a creative director who devised the virtual space, said that brands’ presence in the metaverse has hitherto been lacking, and he wanted to provide a blueprint for how to more effectively show up in Web3.
“There is such an underwhelming amount of really bad activations within this quote-unquote metaverse,” Cohen told Ad Age. “These are established brands—this [McRTFKT’s] is how they can make their entry.”
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