Pickl is Officially the First UAE Restaurant to Enter the Metaverse

Burger outlet Pickl announced its milestone of becoming the first UAE restaurant to enter the metaverse. The brand started back in 2019 and has spread rapidly in the UAE during the past couple of years, with the first franchise being in Dubai, JLT.

The brand also announced launching a range of brand-themed games, Pickl NFTs, and virtual apparel, which can be worn by your virtual avatar or exchanged for Pickl apparel in physical stores.

The news came from many news pages and websites, including ArabianBusiness.com.

Pickl founder and chief executive Steve Flawith expressed the brand’s excitement about this step. “We are excited to take our first steps into the metaverse with the launch of a digital Pickl,” he said.

He further explained their plans for this achievement, saying:

It’s the beginning of what we are sure will be a bright future for the brand in the virtual world. In the short term, we will be able to hold meetings with our international teams and showcase our brand to our franchise partners in the metaverse, giving us greater global reach than ever before.

The brand also announced plans to franchise globally, following the restaurant’s opening of many franchises in Dubai and Abu Dhabi in the last couple of years.

“In the future, we want our virtual restaurant to replicate the full customer experience of our real-world venues. We even plan to integrate it with delivery so customers can order their Nashville Chicken Sando or Double Cheeseburgers in the metaverse and then receive their burgers direct to their door — the full virtual-to-physical experience. We are actively exploring this possibility as we speak.” Flawith said in this matter.