In September 2022, Starbucks officially announced its long-awaited foray into the Metaverse: Starbucks Odyssey. At the time, NFTs and the Metaverse were the trendy innovations of the moment, and companies in many sectors were wondering how to capitalize on the popularity of Web3, which promised to become a more immersive “internet of the future.” I was searching. ” 18 months after announcing Starbucks Odyssey, the Seattle-based coffee company announced that the program, which has been in beta mode for 15 months, will officially end at the end of this month.
This announcement comes as no surprise, it's been a while since the Metaverse and NFTs captivated audiences and aspiring tech companies, but Starbucks ending its odyssey in its current form marks a milestone in the history of restaurant technology. It marks the end of a chapter.
Coffee chains weren't the first to dabble in Web3 digital marketing capabilities, though Chipotle debuted a virtual game on Roblox in 2021 and Wendyverse opened in April 2022. Starbucks' Odyssey project is one of his most high-profile Metaverse projects and has the highest potential for long-term digital engagement. More than a limited-time digital game, the Odyssey project was supposed to introduce Starbucks' Super He users to a community of like-minded “Siren fans.” The digital universe will encourage the purchase and trading of NFTs (rebranded as “Journey Stamps”) and redeem them for Starbucks perks and experiences, including an expensive trip to a coffee farm in Costa Rica.