America’s multinational fast-food company McDonald- China Branch has announced that it is releasing its first-ever NFT, the “BIG MAC CUBE”. This is in celebration of the company’s 31st Anniversary in the Chinese market.
McDonald’s has been making efforts to adapt to the ever-evolving digital world. Just last month, the franchise became the first major fast-food restaurant in the world to accept Bitcoin as a payment option.
Its CEO, Zhang Jiayin said in a statement that, “McDonald’s is a young and trendy brand that has always paid attention to fashion trends and cutting-edge technology”. He noted that he is excited about the company’s achievement in becoming the first domestic restaurant brand to release an NFT.
“Big Mac Cube” is a three-dimensional dynamic digital creative work inspired by the brand spirit of McDonald’s. It is the shape of the new headquarters building. This building was officially opened and is located on the West Bank of Shanghai. The NFTs will be given as gifts to certain employees and customers. The design represents the company’s signature colours of red, orange, and yellow.
The fast-food franchise also designed the pieces based on five company values as well as three keywords. The values are service, tolerance, integrity, community, and family. While the keywords are love, technology, and trend. With these, the company designed eight three-dimensional scenes and combined them with the shape of the new headquarters building to create a “big nothing”.
Fast Food Companies Adoption of NFTs
Potentially, fast food companies are starting to show a keen interest in NFTs and might become the next big industry that takes on the adoption of NFTs. With McDonald’s El Salvador company accepting Bitcoin as a mode of payment, it is likely to see more branches worldwide follow suit in this adoption.
McDonald’s CEO China Branch adds that
“At this special moment, we use the form of NFT to share McDonald’s innovation, digitalization and trend art with employees and consumers.”
A majority stake in Donald’s China is held by CITIC Group- a state investment company of the People’s Republic of China, although it is quite significant to note that McDonald’s China’s decision to bring NFTs to the market apparently runs counter to the authority’s intention to ban all crypto trading altogether. More recently, the ban forced Bitmain, a maker of crypto-mining equipment, to stop shipping Antminer mining rigs to China.
Unquestionably, in the future, we hope to see McDonald’s release more NFTs with these Big Mac NFTs to a wider audience. There is so much potential with the kind of audience McDonald’s has. According to their website, they serve 3.5 million people daily in the UK alone. This is just over 5% of the country. We should hopefully see something big coming soon in other countries as they’ve already started in China.