Restaurants looking to reach consumers in the metaverse would do well to offer them quick and convenient off-premise options rather than trying to woo diners for on-premise experiences.
By the Numbers
According to data from the July edition of PYMNTS’ Digital Divide study, “Digital Divide: The Move to the Metaverse,” created in collaboration with Paytronix, 48% of consumers who have participated in the metaverse or who are highly interested in doing so said they do not have a lot of time to eat their meals at restaurants. In contrast, the study, which drew from a May survey of roughly 2,700 United States consumers, found that only 30% of the general population said the same.
The Data in Action
Across the industry, restaurants are seeking ways to enter the metaverse that could be the most beneficial for their business.
In an interview last month with PYMNTS, Geoff Alexander, CEO of Chicago-based Asian-style restaurant brand Wow Bao, which has hundreds of virtual locations and a handful of brick-and-mortar stores, hinted at upcoming news about the company’s metaverse intentions. He said restaurants in the space tend to misuse the medium.
“There’s a great way to create community; there’s a great way to create loyalty; there’s a great way to create rewards; there’s a great way to create engagement,” he said, “and when we make our announcement for the metaverse, I think we’re going to be able to deliver on all of these different points.”