How Web3's Trifecta Can Revolutionize Restaurant Marketing

Web3 Trifecta - DevourGO

The restaurant industry is on the cusp of another digital revolution.

Web3, with its innovative technologies like Cryptocurrency, NFTs (Non-Fungible Tokens), and Digital Communities, is not just another buzzword; it's a new avenue for connecting with customers, particularly Gen Z, in ways never imagined before.

Let's explore how this powerful trio can elevate your restaurant's marketing strategies.

Cryptocurrency: A New Payment Frontier

  • What is it? Cryptocurrency is digital or virtual currency secured by cryptography. It's decentralized, operating independently of a central bank.
  • Benefits for Restaurants: Cryptocurrencies offer lower transaction fees compared to traditional credit card payments, attracting a tech-savvy customer base. For instance, a 2021 survey by Deloitte revealed that 83% of millennials are interested in cryptocurrencies, indicating a significant potential market for restaurants. Furthermore, cryptocurrencies facilitate international transactions, opening doors for global exposure.

NFTs as Promotional Vehicles

  • Understanding NFTs: NFTs are unique digital assets verified using blockchain technology, making them one-of-a-kind and collectible.
  • Marketing Opportunities: There are many ways NFTs can be used as “digital coupons” or “digital collectibles” inside campaigns. One way restaurants can leverage NFTs for exclusive rewards or memorabilia. An example is the Taco Bell NFTaco” campaign, where the QSR chain sold taco-themed NFT art, blending brand promotion with digital collectibles. This not only created a newsworthy buzz but also opened a new revenue stream. According to Business Insider, Taco Bell's 25 total pieces of crypto-art sold in under 30 minutes. 

Digital Communities: The Heart of Web3

  • The Concept: Digital communities are online spaces where individuals with shared interests gather and interact. 
  • For Restaurants: Creating a community around your restaurant allows for direct customer engagement. For example, Starbucks' My Starbucks Idea” platform is a prime example where customers share ideas and feedback directly with the company, fostering a sense of belonging and loyalty. DevourGO has a digital community, too, called GOFrens that’s accessible online or right through their food ordering app.

Combining the Power of Three

  • Synergistic Approach: Integrating cryptocurrency, NFTs, and digital communities offers a holistic marketing strategy. For instance, a restaurant could accept cryptocurrency payments, offer NFT-based loyalty rewards, and engage with customers in a branded digital community.
  • Real-World Examples: A notable example is the “Bored & Hungry” restaurant in California, which leverages the popularity of the Bored Ape Yacht Club NFTs. They accept cryptocurrency payments and have created a unique dining experience centered around the NFT culture.

The integration of Web3 technologies represents a paradigm shift in restaurant marketing. Embracing these technologies not only aligns with the latest digital trends but also caters to the evolving preferences of modern customers. For restaurant professionals, venturing into the realm of Web3 offers exciting opportunities to innovate, engage, and grow in an increasingly digital world. The future of restaurant marketing is here, and it's time to be part of it.

_ - _ - _

As the lines between the digital and physical worlds blur, the opportunities for restaurant brands in the realms of video gaming, esports, and streaming entertainment are expanding like never before. This is where Devour comes into play, expertly bridging the gap between your delicious offerings and the vast digital universe.


This is one of those rare times in our industry’s storied history where we get to choose our own adventure! We invite you to join the discussion. Share your thoughts, experiences, or potential ideas for gaming and restaurant brand collaborations. Join us in GoFrens!

Paul Molinari

Paul Molinari is the CMO of Devour where he is helping the company accelerate their mission to seamlessly integrate food ordering into digital realms with their revolutionary Web3 DevourGO platform. He has more than 25-years of top brand marketing leadership and strategy experience across many brands, including Digitas, General Motors, AstraZeneca, and Thomson. In hospitality tech, as the head of marketing for Crunchtime (2013-2021) he trend-set the GTM approach for the nascent BOH segment, spurring dozens of competitors. His programs attributed tens of $ millions in ARR and helped position the company for an eventual acquisition by Battery Ventures.

Related posts

Search Gamers Unlocking the Gen-Z Market for Restaurant Chains
NFTs in the Restaurant Scene: A Fresh Take for 2024 and Beyond Search