McDonald’s also enters the world of NFT and digital art: on the occasion of Italian debut of the Triple Cheeseburgerthe company has selected 3 artists who have made as many works that can be won by customers by participating in a competition.
“We wanted to celebrate our iconic sandwich with something that would last over time, that could be preserved, like a memory but digital – he explained to us. Raffaele Daloiso, marketing director of McDonald’s Italy, on the occasion of the presentation of the Triple Cheeseburger – We thought of art and then we thought of Nft, which in the world of art are the phenomenon of the moment “. And therefore, “together with Ghali (the rapper with whom the company has long started a collaborationed) we chose 3 young artists, different from each other in style but who were somehow close to our brand, to whom we have entrusted this task “.
Ghali himself said he was enthusiastic about the initiative and pointed out that “in this way, McDonald’s is democratizing the art worldbringing it closer to the youngest: it is a path that I personally support and of which I am really proud “.
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The artists are Daniele Tozzispecialized in calligrams (his is perhaps the work that the editorial staff of Italian Tech appreciated the most), the illustrator Serena Gianoli and the designer Nicola Laurora and they have all tried their hand at the concept of Level Up, the Level Up which is also the basis of the Triple Cheeseburger.
For all three it was a sort of first time with NFT: after the creation, the works (which are obviously digital) will remain exposed on OpenSea, one of the best known marketplaces in the sector, will be reproduced in 100 copies each and can be won by customers. How? “From 12 March to 5 April – Daloiso explained to us – it will be sufficient to register on our app, buy a Triple Cheeseburger and enter the code on the receipt in the dedicated section to check if you have been lucky”. If so, the holder of the winning receipt will have the Nft transferred to his wallet (for Nft you need a cryptocurrency walletas we explained last June) and from that moment the work will be his, he can do whatever he wants with it, even give it to others or sell it.
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It is not unlikely that the company will still use digital art for other initiatives in the future, not least because not only this technology, but the technology in general, he plays an important part in his business. Especially for a couple of years now: “In 2021 we renewed our app, whose use has grown a lot in the two-year period of the pandemic – Daloiso told us – so much so that in Italy it was among the most downloaded of the year and has millions of active users every month ”. The possibility of order food and pay for it directly through the appeven by choosing the nearest point of sale to consume it or pick it up and take it elsewhere.
Not only that: technology plays a fundamental role in the vast majority of 640 McDonald’s present on the Italian territoryfrom the distribution of spaces to the screens for choosing menus, from totems with touch screens for McDrives to the organization of the kitchen and orders, with ingredients that are kept ready also according to influx estimates that are constantly updated, day after day, at intervals of 15 minutes from each other. It’s like making big data sandwiches, in a way.