Wendy’s is opening a metaverse restaurant in Horizon Worlds

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Diving Brief:

  • Wendy’s has launched Wendyverse, a virtual restaurant on Meta’s Horizon Worlds platform, according to details emailed to Marketing Dive. Consumers with a Quest 2 headset will be able to visit the Wendyverse starting April 2.
  • The Wendyverse activation includes Town Square Central, Wendy’s first virtual reality restaurant, and Partnership Plaza, a March Madness-themed experience in the Buck BiscuitDome.
  • Wendy’s becomes the latest major distributor to launch an activation in the Metaverse. In addition to gaining a foothold on a nascent digital platform, the Wendyverse experience is part of a Buck Biscuit promotion available from April 1 through May 1 in the app or in the restaurant.

Overview of the dive:

Wendy’s is jumping into the metaverse movement with her Wendyverse activation on the Meta’s Horizon Worlds platform. Marketers have been racing to make their mark in the burgeoning digital space that connects the augmented, virtual, and real worlds. The QSR channel is no stranger to embracing new digital platforms, particularly around gaming, and was an early mover on Fortnite and Twitch.

“For years, we’ve met our fans in ways and places we never expected through our unique approach to social media, gaming and engagement,” Wendy’s CMO Carl Loredo said in a blog post. Meta.

The Wendyverse seeks to establish a virtual Wendy’s and programmed experience for March Madness in Horizon Worlds. The basketball-themed experience lets Quest 2 users storm the court, shoot shots in the half court, and cut the net after the winning shot, and takes place in the Buck BiscuitDome , which features ads about the channel’s Buck Biscuit promotion that aims to drive breakfast sales both in-app and on-site.

Created by Wendy’s, the creators of Horizon Worlds, and agencies VMLY&R, Spark, and Creative Shop, the Wendyverse is a major meta game for connecting brands and consumers in the metaverse. The metaverse is a key focus for the company formerly known as Facebook, which changed its name in October 2021 to reflect changing priorities.

Other QSR channels have headed to the metaverse to buzz around space, especially around holidays and special occasions. Chipotle hosted a virtual restaurant on Roblox last Halloween, and McDonald’s celebrated Lunar New Year with a personalized experience available on various platforms.

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