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Fast food restaurant company White Castle has announced a partnership with NFT startup Doodle Labs to release a collection of 5,000 non-fungible tokens (NFTs) as a commemoration to the restaurant chain's 100th anniversary. White Castle's exclusive licensing agency, Brandgenuity, is managing the rollout of the program.
White Castle, Doodle Labs Announce NFT Drop
White Castle has partnered with Doodle Labs Corp. to release 5,000 generative art NFT collections on the Ethereum blockchain to celebrate the company’s 100th birthday. Launched on Dec. 17, the NFT collection is the first brand partnership powered by Art Blocks’ generative minting technology.
“Che-Yu brilliantly combines multi-media technology and art for a unique creative experience unlike any we’ve ever seen. We’re so appreciative of Doodle Labs for bringing us all together on the most Craveworthy NFT collection yet.”
The company will be donating part of its proceeds from the NFT sales to its Team Member Relief Fund benefiting its front-line workers in need, as well as to its Team Member Scholarship Fund.
Doodle Labs platform uses automatically generated NFTs that are minted at the time of purchase. This means that all minted NFTs are entirely unique. Commenting on the development, Doodle Labs founder Matthew Dweck, said:
“To have them embrace a generative art NFT collection in collaboration with incredibly talented Che-Yu Wu just proves how current and forward-thinking they are as a company. This collection has the ingredients for a cultural iconic moment that will last the test of time.”
Fast Food Company's Foray into the NFT Realm
Fast food giants such as McDonald’s, Burger King, and Taco Bell are taking to NFTs to enable gamified promotions and distribution of their products and services. For instance, McDonald's gave away a limited collection of hard-to-find food items as an ownable asset.
Burger King too attempted a gamified take by releasing packaging with QR codes that accessed NFT pieces when scanned. Collecting the full set unlocked further rewards like merchandise autographed by celebrity ambassadors.