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McDonald's, the famed American food brand appears to be preparing to enter the metaverse by registering ten trademarks for the virtual restaurants. Josh Gerben is a trademark attorney and the creator of Gerben Intellectual Property. According to Josh Gerben, McDonald's filed a trademark registration on February 4 that included ideas for ‘a virtual restaurant featuring actual and virtual goods’ and ‘running a virtual restaurant offering home delivery.’ The restaurant chain will be able to give downloadable multimedia assets for artwork, music and video files, and nonfungible tokens based on the application. McDonald's also submitted a trademark registration for its McCafe brand. The company would be prepared to provide entertainment services, such as on-line actual and virtual concerts, and other virtual events. McDonald's would be up against Animal Concerts and other new virtual concert organizers. These types of performances break down geographical restrictions that formerly stopped fans from watching their favorite bands play, as well as drastically lowering the expense of touring. In an effort to expand its brand into the metaverse, the golden arches have teamed up with bakery and café giant Panera Bread. On February 3, Panera Bread filed a trademark application for PANERAVERSE, a virtual restaurant and cafe business. It also has plans for downloadable content and NFTs, virtual food and beverage items, and virtual gathering places for users. Gerben told Forbes on February 9:
"I think you're going to see every brand you can think of making these files within the next 12 months, I don’t think anyone wants to be the next Blockbuster and just completely ignore a new technology that’s coming.”
The US Patent and Trademark Office takes around nine and a half months to consider a trademark application. Gerben believes that neither McDonald's nor Panera Bread will have any trouble getting their trademarks approved.