50% of Consumers Don't know about Metaverse, Business Must Solve this
Problem
In February 2022, marketing automation platform
Klaviyo, published their results of a
survey of 1000-3000 people, on the understanding of the "Metaverse" by
the masses. Some interesting insights, spanning both United States [US] and
United Kingdom [UK]:
General Consumer Sentiments:
[US] 49% of US consumers aren’t aware of the Metaverse.
[US] 17% of US consumers believe the metaverse is just Facebook.
McDonald's on February 4th 2022, filed
10 trademark applications
to the US Patent and Trademark Office, covering both McDonald's and McCafe.
The fast-food company joins a the likes of Adidas, Nike and Walmart,
who have announced plans to cash in on Web3, including the metaverse.
Video summary of the article: Ads help us serve our growing community.
If everyone is doing it, what's the big deal then?
McDonald's, unlike others, is going where the customers are. One of the
trademarks filed by McDonald's filed is for a virtual restaurant that will
deliver food online and in person.
"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," Josh Gerben, a trademark lawyer, wrote
on Twitter. Gerben also told Forbes that The US Patent and Trademark Office
will likely approve the trademarks, though the review process often takes it
eight to nine months.
Other trademarks are for "virtual food and beverage products," including
NFTs, entertainment services and events under the McDonald's and McCafe
brands, including "online actual and virtual concerts."
Three things, other brands can learn from McDonald's?
1. Go Where the Customers are
Time spent in the metaverse means reduced foot traffic in the stores,
impacting sales and revenue. To address this problem,
McDonald's is going where the customers are, in the metaverse, and by giving them the ability to order real food,
which will get delivered to their real homes.
2. Stay True to your Core Business
When McDonald's decided to join the metaverse, it's not about relevancy or
to get into a new segment, rather to keep selling exactly what sells: Big
Mac's, Fries, Shakes and other food products. This may sound simple,
but it's brilliant as the company knows what people want, and it continues to sell exactly that, just through a different
channel.
3. Create & Capture Value
What companies need to understand that it doesn't matter whether you're
operating a business in the real or virtual world, you need to
provide real-world value. The genius of McDonald's entry into the metaverse is that it proves you
can stick to your core, while exploring new channels to reach
customers.
McDonald's approach to the metaverse is a masterclass in showcasing how
brands can leverage their strengths in a new way.
