Jimmy John's Now Has Its Own Metaverse Experience in Decentraland
Joining other food chains like Chipotle, Wendy’s, and Domino’s Pizza in leveraging IRL food with virtual worlds.
American sandwich chain Jimmy John’s now has its very own metaverse experience, thanks to Web3 development group TerraZero.
Launched on Decentraland in May, the interactive experience invited customers to create their own sandwiches within the game, whereby Jimmy John’s and its “sandwich army” would vote on the best fan-made sandwich to be featured in IRL stores. Jimmy John’s partnered with marketing and advertising firm, Anomaly Agency, as well as Look Mister, to bring the virtual sandwiches to life.
“Jimmy John’s Metasandwich is clear social proof that fan engagement and community building online can work hand in hand with product development and help evolving product offerings to be exactly what customers want,” shared Dan Reitzik, CEO of TerraZero.
A recent study conducted by Gartner revealed that 30% of the world’s organizations will have products and services ready for the metaverse. This next step of bridging IRL experiences with the metaverse further signifies the next stage of e-commerce, which TerraZero refers to as “virtual commerce,” or V-Commerce.
The Metasandwich experience gamified the sandwich-making process for fans to explore the digitalized Jimmy John’s restaurant, discover new toppings, and work behind the counter to craft the first official Metasandwhich for the chain’s IRL menu.
“This project was unique in many ways but not the least of which was that guests could design their own virtual sandwich which could then later become a real limited time offer at a real Jimmy Johns,” Look Mister stated via Instagram. “Say what you will about the Metaverse, but we guarantee you won’t see a more fun way to create a sandwich out there.”
Despite project’s limited-time availability, Jimmy John’s Decentraland plot is here to stay, intending to be utilized in future activations.
Chipotle, Wendy’s, and Dominos
Over the past year, the metaverse has also played host to a number of other food chains that have ventured into the virtual world.
Chipotle, recently launched it’s ‘Buy The Dip’ crypto giveaway, which was the second time the brand initiated a crypto-based campaign. Users were invited to play daily for a chance to win $200k USD in Bitcoin, Ethereum, Solana, Avalanche, and Dogecoin.
This past March, Wendy’s also launched “Wendyverse” inside Meta’s Horizon Worlds to spark customer engagement, which welcomed 52 million users to the digital restaurant event. During NCAA’s March Madness, Wendyverse also hosted the Buck BiscuitDome for users to shoot hoops, competing to win free IRL biscuit vouchers.
In April, Domino’s Pizza (France) launched a bitcoin giveaway, consisting of $100K USD to celebrate the pizza chain’s 30th anniversary. Last year, Domino’s also welcomed users to order IRL food for delivery, from inside Decentraland — increasing sales through a unique channel. The virtual activation aimed to commemorate the first pizza purchased with 10,000 bitcoin 10 years ago.
In other metaverse news, World of Women unveils Capacitors: a portal into the WoWverse.