American halal fast-food chain, The Halal Guys, is now serving NFTs along with its food. The fast-food chain just opened its 100th store this month and has announced that it will offer NFTs to its loyal diners to celebrate this huge milestone.
Andrew Eck, the Marketing VP of The Halal Guys said, “We felt the NFT offered an interesting juxtaposition of the same kind of old school carts we’re so well known for with a modern 2022 twist on it.”
Customers who have dined with the restaurant 100 times or more, get entry into an exclusive Century Club. Members of this club get an NFT cart of the original food cart along with a Century Club coin, and a 3D printed cart.
Being a part of the Century Club will also entitle its members to several other benefits and exclusive gifts.
“I very much believe in the world of crypto, NFTs, and the use of blockchain technology,” says Andrew. “I think it’s something that will be a part of our lives for the foreseeable future.”
The brand is opting for an exclusive angle for the marketing of this program instead of a widespread promotional campaign across different channels. The brand hopes that the members of the Club will promote it via their social media and through word of mouth.
Since the crypto industry is still in its nascent stage and there are several hurdles to be crossed to obtain NFTs or crypto, Andrew says that The Halal Guy’s venture into the metaverse is experimental.
Andrews says, “This initial introduction of the NFT will be exploratory to help us better understand how our guests, how are fans received the NFT. But I think the possibilities in the future are essentially endless.”
“As more and more people find and use this technology and have an interest in it, it will become more accessible. I think the utility and value to us as marketers is only going to increase.”
Andrew feels that NFTs can be used to introduce special brand offerings such as secret menu items. He also talked about the possibility of owners becoming ambassadors and promoting the brand on social media via NFTs. He feels that NFTs can be used to connect with the younger generation.
“It keeps people talking about the concept and keeps you top of mind where an immediate competitor hasn’t stepped into the space. I could definitely see [NFTs] as being a competitive advantage for a brand that’s competing with other concepts that have a younger consumer base,” said the executive.
Andrew clarifies that this venture into the metaverse will remain confined to marketing campaigns. The brand does not intend to use crypto for its payment system. However, younger tech-centric brands might be able to achieve this feat.
“I think some of the more progressive, forward thinking concepts will likely find unique ways to innovate and become more involved in that world. However, I don’t see there being a ton of acceptance in the next two to three years outside of the marketing side.”
Andrew, however, says that the brand intends to stay on top of all updates in the crypto space and the upcoming digital trends.
“Members on my team have a pretty strong interest in the space. There has been a fair amount of due diligence on that side to better understand it … I wouldn’t say that we’re far enough down the path just yet, but I would say everything is imminent.”
The food industry has started expressing its interest in the still developing yet multi-million dollar NFT and metaverse industry. American multinational, Starbucks has announced its entry into the NFT business.