Starbucks Is the Latest Food Business to Enter the Metaverse. Its Approach Might Just Work

Starbucks Is The Latest Food Business To Enter The Metaverse. Its Approach Might Just Work - Gettyimages 461975140 513551

Starbucks is betting that it can get its customers excited about NFTs–and if it does, the company’s foray may be a case study in new ways businesses can increase customer engagement. 

This week, the Seattle-based coffee roaster announced its foray into Web3, dubbed Starbucks Odyssey, a blockchain-powered loyalty program for Starbucks customers and employees. Of the program, which Starbucks expects to launch later this year, the company says its aims include deepening its relationship to its customers with the help of secure Web3 technology and connecting members of Starbucks’s existing free loyalty program with each other. Brady Bewer, executive vice president and chief marketing officer, said in a press release: “Our vision is to create a place where our digital community can come together over coffee, engage in immersive experiences, and celebrate the heritage and future of Starbucks.” Customers can currently sign up for a  waitlist to join the digital community once…

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This article was written by Rebecca Deczynski and originally published on www.inc.com