McDonald’s, one of the world’s most well-known corporations, has taken a step into the virtual world by filing trademark applications for virtual restaurant and entertainment services based on the metaverse. This move aligns McDonald’s with other major companies like Nike, Walmart, Disney Land, and Meta, who have also expressed interest in expanding into the metaverse.
In the past month, McDonald’s has submitted ten trademark applications to the US Patent and Trademark Office. These applications cover the McDonald’s and McCafe brands, specifically for virtual food and beverage products, restaurants, concerts, and events. The intention behind these applications is to create a metaverse-based restaurant where users can order food from the virtual world and have it delivered to their homes. This innovative concept allows users to stay immersed in the metaverse without having to take off their headsets and physically leave the virtual environment.
Trademark lawyer Josh Gerben explained the convenience of this metaverse restaurant concept, stating, “You are hanging out in the metaverse and get hungry. You don’t have to put down your headset. You walk into a McDonald’s and place an order. It arrives at your door a little while later.” This seamless integration of the virtual and physical worlds could revolutionize the way people experience fast food.
However, before these trademark applications can be approved, they will undergo a review process that could take up to eight months. Once the US Patent and Trademark Office gives the green light, McDonald’s can proceed with their metaverse plans.
The growing interest from major corporations in the metaverse demonstrates the immense potential of this virtual world. Companies like Nike, Walmart, Disney Land, and Meta, the parent company of Facebook, are all looking to extend their services into the metaverse. Meta, in particular, has been at the forefront of metaverse development, investing over $10 billion and expanding its workforce to build virtual spaces. Recently, Meta introduced a feature called “Personal Boundary” in their Horizon Worlds and Horizon venues, which creates a four-foot distance between users’ avatars to prevent unwanted interactions.
As the metaverse continues to gain traction, it is becoming clear that it has the potential to revolutionize various industries and create new opportunities for businesses. McDonald’s and other major corporations are positioning themselves to be at the forefront of this digital transformation, ensuring they stay relevant in a rapidly evolving world.
