Jimmy John’s on Tuesday became the latest restaurant chain to invite guests to interact with the brand in the metaverse.
Starting Tuesday, guests can visit a virtual Jimmy’s John’s store on the platform Decentraland at the web address TheMetaSandwich.com. There for a limited time, they can build a custom sandwich and submit their virtual creation for the chance to become the first official Metasandwich, which will be served on Jimmy John’s real life menu, at least for a limited time.
Within the virtual store, guests — or at least their avatars — can choose from a variety of meats and explore both the interior and exterior of the virtual unit to source their cheese, condiments and veggies, as well as possible secret ingredients. They also might see some opportunities for discounts and Easter eggs, officials said.
The virtual sandwich creations must be submitted by May 20. Beginning May 24 the “sandwich army” will also help choose the winning fan-created sandwich.
And, once a winner is picked, the sandwich will be available to order and be delivered to the first 100 people from May 31 through June 3. The Metasandwich will also be available in select stores in Nashville and Chicago.
The promotion is the latest to tap the burgeoning world often called the metaverse on various gaming platforms.
Restaurant companies that have filed trademarks related to a virtual presence include Burger King, Panera, Next Level Burger, Bareburger, Yum Brands, Hooters, Panda Express, Bojangles, Chipotle Mexican Grill, Wingstop, McDonald’s, Wendy’s and Chick-fil-A.
Chipotle, for example, earlier this year hosted a limited-time Build a Burrito simulation experience on Roblox that saw 4 million plays.
Wendy’s in April opened its first virtual-reality “Wendyverse” restaurant on Meta’s Horizon Worlds, where guests can interact with the brand and play various games.
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