Starbucks Odyssey: The Metaverse’s Brief Love Affair With Fast Food

In September 2022, Starbucks announced Starbucks Odyssey, a venture into the metaverse as a way to capitalize on the popularity of Web3. The project aimed to connect Starbucks super-users in a digital community where they could buy and trade NFTs known as “Journey Stamps” for Starbucks rewards and experiences, including a trip to a Costa Rica coffee farm.

However, after eighteen months of beta testing, Starbucks has now confirmed that the program will end at the end of the month. The closure of Starbucks Odyssey marks the end of a chapter in restaurant technology history and symbolizes a transition in the tech landscape following the initial hype surrounding Web3 and NFTs.

While other fast-food chains like Chipotle and Wendy’s have also ventured into Web3 digital marketing, Starbucks Odyssey was one of the most notable projects in this space. It provided customers with a platform to engage digitally and create a sense of community through NFTs and virtual experiences. However, it remains to be seen if this trend will continue or if it was just an initial fad that has lost its luster.