These are brands used by the McDonald’s and McCafe networks. They include brands (including NFT tokens) identifying various food and drink products in a virtual space, and brands advertising virtual restaurants online while offering home delivery of ordered meals. entertainment offered under the McDonald’s and McCafe brands, including concerts held online in virtual space and in the real world.

All trademarks will be used by McDonald’s restaurants operating in both the metaverse and the real world. In the first case, it will be, for example, characters associated with virtual dishes, and in the second – with, for example, real hot dogs.

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For example, it will work like this: we sit at home in front of a computer screen, travel through the metaverse, and at some point we will be hungry. Without putting away the glasses, we enter a virtual McDonalds restaurant, where we place an order by choosing a virtual dish. We approve the order and in a few tens of minutes the real dish appears in front of our wonders.

On the contrary, it is certain that the United States Patent and Trademark Office will approve the marks submitted to it, although the verification process in such cases takes several months. Similar requests have been submitted by the previously known chain Panera Bread in the United States. These included brands belonging to the specially created “Paneraverse” group, covering NFT tokens, virtual entertainment services and a virtual raffle program.

Nike has even created its own Metaverse studio and has similar plans to patent virtual assets, from avatars to so-called. cryptokicks (cryptokicks), while Gucci and Microsoft support teams of employees who will work on the metaverse and associated brands.

Analysts predict that by the end of this year, most companies will be forced to enter this sector if they want to penetrate both physical and virtual markets. There is probably no going back from this technology and all indications are that attempts to ignore it are doomed to failure.