Ramsey Baghdadi, Consumer Analyst at GlobalData, comments: “Foodservice took a dramatic hit during the pandemic – restaurants, for example, aren’t expected to surpass their 2019 value performance until at least 2023. Engagement with target consumer groups will be key to recovery, and engaging with consumers through emerging digital platforms is one way.”

Examples of such partnerships include in November this year, when McDonald’s celebrated the fortieth anniversary of its McRib by introducing its first ever NFT through Twitter. Meanwhile, Burger King has partnered with Nintendo to offer My Nintendo Platinum points with its limited-edition King Jr. Super Mario Meals.

Baghdadi continues: “We will see more of these creative partnerships going into 2022. Going forward, it will be vital for fast food restaurants to think beyond social media strategy and consider other entertainment experiences such as online gaming and NFTs.”

McDonald’s and Burger King are not the only companies that have recognized the potential of this trend. Brand promotion via digital art is taking off in the US especially. In the last six months, Pizza Hut, Taco Bell and KFC have invested in developing NFTs.

Baghdadi adds: “A significant proportion of consumers are seeking digital promotions, and brands are adopting these to attempt to connect with younger audiences. According to GlobalData’s survey, over half (53%)** of Gen Z consumers claim to visit fast-food restaurants at least once a week, which is a significantly higher proportion compared to Boomers (20%) or the Silent Generation (11%)**.”