Nonfungible tokens (NFTs) are now on the menu at Applebee's.
The casual-dining chain on Monday sold the first in a new series of NFTs, or one-of-a-kind digital images that can be bought and sold online as collector's items.
The image, an abstract, technicolor burger created by New York artist Amber Vittoria, sold for $25. The buyer also got an Applebee's gift card loaded with $1,300, or enough to buy a year's worth of burgers.
Applebee's will offer up a new NFT each Monday in December as part of its "Metaverse Mondays" campaign. The metaverse is the concept of a 3-D digital world that incorporates virtual and augmented reality and blockchain technology. NFTs are seen as an element of that world and present a way for brands to gain a foothold in it.
"We are all about ‘Eatin’ Good In The Neighborhood,’ and our ability to connect the real world with the virtual world through our great tasting Handcrafted Burgers was an innovative idea we wanted to seize," said Applebee's CMO Joel Yashinsky in a statement. "Our first #MetaverseMonday was a success, and we look forward to continuing to engage our fans with real world food and virtual world NFTs that reflect our delicious food throughout this month!"
Glendale, Calif.-based Applebee's is one of a few restaurant companies to wade into the emerging business of NFTs. Domino's and Taco Bell have created some, and just last week, chef Tom Colicchio announced his own line of pizza-themed tokens that will be for sale soon.
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