McDonald’s to launch virtual restaurants in the metaverse

The fast-food chain McDonald’s has filed trademark applications to create virtual establishments and sell digital assets in the metaverse.

Trademark lawyer Josh Gerben drew attention to this.

McDonald’s is headed to the metaverse.

The company has filed 10 (TEN!) trademark applications indicating it plans to offer \”a virtual restaurant featuring actual and virtual goods\” and \”operating a virtual restaurant featuring home delivery.\”#Mcdonalds #Metaverse pic.twitter.com/J9pK7EK9nl

— Josh Gerben (@JoshGerben) February 9, 2022

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In total, McDonald’s has filed ten trademark applications. One of them concerns operating a restaurant in the virtual world.

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A trademark application covering NFTs and the metaverse was also filed by Panera Bread, the American coffee-and-bakery chain. Under the Paneraverse brand, the company intends to create virtual restaurants and food-delivery services.

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Looking for a place to eat in the metaverse?

Look no further than the PANERAVERSE.@panerabread has filed a trademark application indicating that the company will offer \”virtual restaurants and cafes\” under the PANERAVERSE brand.#Metaverse #web3 #Panera pic.twitter.com/v2hgHUxwrA

— Josh Gerben (@JoshGerben) February 8, 2022

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Gerben commented to The Block on brands registering their marks for metaverses. In his view, rights holders prefer to safeguard intellectual property in the realm of new goods or services. However, existing legal tools are sufficient to prevent someone from, for example, opening McDonald’s in the virtual world.

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Nike has filed a lawsuit against the online retailer StockX for unauthorised use of the trademark in the release of NFT sneakers.

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Earlier, in 2021, McDonald’s took its first steps into the realm of collectible digital assets—the NFT collections were released by the French and Chinese subsidiaries.

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