NFT Food & Drink: From Taco Bell to Virtual Restaurants

The NFT market, which grew from $250 million in 2020 to becoming Collins Dictionary's 2021 word of the year, is now tentatively entering the food and beverage sector. Taco Bell announced NFT sales on Twitter with proceeds going to its foundation. Pizza Hut in Canada offers weekly pizza-themed images. Pringles sold virtual tubes by artist Vasya Kolotusha called CryptoCrisp. Gary Vee founded the first NFT restaurant, a dinner club accessible only to NFT holders. Chipotle created a virtual event on Roblox. The Italian Wine Crypto Bank launched in 2021, based in Dubai and Hong Kong, using its own IWB cryptocurrency to buy wine bottles that come with an NFT reproduction of the label stored on the blockchain. Extended reality experiences allow customers to use AR to visualize products at home and VR to tour production facilities. Immersive dining environments combine projectors, speakers, scents, and flavors for culinary tourism. Elisabetta Rotolo, CEO of MIAT (Multiverse Institute For Arts & Technology), authored the article.