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The Spoon

Daily news and analysis about the food tech revolution

Web3

Blackbird Launches Blackbird Pay, a Blockchain-Powered Payment Network

Today Blackbird, a restaurant loyalty startup founded by former Resy and Eater founder Ben Leventhal, announced the launch of Blackbird Pay, a new restaurant payment network.

Powered by the company’s new blockchain, Blackbird Flynet, Blackbird Pay is a payment system that Blackbird says will charge less than traditional payment platforms (2% on average compared to 3.5% for systems such as Toast). The system allows customers to play with the Blackbird app using their debit or credit card within the app, or to use a combination of $FLY (Blackbird’s native loyalty points) and a card.

While the company emerged from the game primarily positioned as a next-gen loyalty platform company, Leventhal told The Spoon that payments have always been on the roadmap.

“We’ve been talking from the very start about the importance of giving restaurants tools to bring fees down to increase the fidelity of the data they get customer to customer,” said Leventhal. “And we strongly believe that pay is a huge part of that equation. We’re launching a payments product that allows restaurants to transfer funds between consumers and restaurants much more cheaply than they can using legacy rails.”

While Blackbird Pay marks the company’s entry into payments, one of its key differentiators is the tools it gives restaurant operators to enhance their loyalty programs. Once the customer taps in using the proprietary Blackbird NFC puck, the restaurant is notified that the guest is a Blackbird member. The customer’s dining profile includes a proprietary Guest Value Score and information about their dining history and VIP status. This enables restaurants to offer personalized perks, benefits, points, exclusive access, and other tailored hospitality options to entice and reward their guests.

In addition to launching Blackbird Pay, the company has also added additional communication features and enhancements around building membership programs. According to the company, Sra. Martinez launched a founding members program prior to its Miami opening, which enabled new members to gain access to tables ahead of reservations opening and receive free cocktails and amuse bouche while dining.

According to Leventhal, the new system isn’t a “rip and replace” for the existing point of sale system, but instead, one that is a ‘net new service.’

“We don’t want to introduce new complexity and introduce a new system that restaurants have to train up on,” said Leventhal. “Blackbird is built to integrate with those systems, and implementation for the restaurant is pretty lightweight.”

While a number of startups that launched during the crypto boom have either scaled back or pivoted, Blackbird has remained focused on utilizing blockchain as an underlying enabler for new features. But, as Levanthal has said from the time of launch, the goal is to enable those new features while making the user experience of customers and restaurants utilizing the platform as simple and abstracted from the underlying technology as possible.

“From a technology standpoint, we are using the blockchain to move tokens from consumer wallets to restaurant wallets,” Leventhal said. “And we’re using the blockchain to do it in a secure and scalable way. And to the extent that consumers care about that, or for that matter, restaurants care about that, you can peel back the onion, so to speak, and explore how that works on the platform. We’re certainly not hiding it. But in terms of the product experience, it’s not front and center.”

You can watch the full conversation with Ben Leventhal in the video below.

The Spoon Talks With Ben Leventhal About The Launch of Blackbird Pay

As Bored & Hungry Shuts Its Doors, It’s Worth Looking at State of Web3 and Food


In March 2022, NFT and crypto investor Andy Nguyen purchased Bored Ape #6184 along with three Mutant Apes and soon decided to establish a Bored Ape-themed restaurant named Bored & Hungry. The restaurant opened its doors on April 9, and by the end of its first day, it had served 1,500 burgers and had lines stretching around the block.

Two years later, Bored & Hungry has closed.

Last week, Nguyen announced on Instagram that the restaurant’s original location in Long Beach, California, was closing. He shared that they had sold the concept to a franchising company from Asia known as HUNGRY Dao.

From his post:

“Happy 2 year anniversary @JustBorednHungry!Today we say goodbye to the original Bored & Hungry location in Long Beach, CA. We also want to congratulate our partner’s from Asia, Hungry Dao – a branding and franchising company who has acquired the brand from us. It’s been an insane 2 years, that was originally supposed to just be a 3 month pop up experiment.”

While Bored & Hungry was perhaps the most high-profile effort to bring the world of Web3 to food, it was far from alone. Since the NFT trend burst into public consciousness in 2021, numerous early-adopting restaurant operators, crypto-curious chefs, and FOMO-driven corporations have launched initiatives to connect their food businesses with Web3 elements. Nowadays, most of these ventures—like Bored & Hungry’s U.S. location—have either shut down or scaled back.

A few examples:

Starbucks recently announced that it’s shutting down its Web3 loyalty program, Odyssey. According to an FAQ about the program’s transition, Starbucks said the community would close the Odyssey beta on March 31, 2024, and users had until March 25, 2024, to complete any remaining Journeys. The lead for Odyssey, Steve Kaczynski, was let go as part of the move.

In March 2022, celebrity chefs Tom Colicchio and Spike Mendelsohn launched the CHFTY Pizza NFT project, promising holders access to virtual and in-person events, classes, kitchen accessories, and more. Today, the CHFTY website is inactive, and the project’s Discord channel has been quiet for the past year.

Even some housewares brands dipped their toes into this trend, though their efforts were minor and did not gain traction. Old-school home appliance brand Crockpot released an NFT commemorating its 50th anniversary. The NFT, still available on Opensea, has not received any offers.

Web3 initiatives like Dinner Dao and Burger Dao have largely been abandoned. At the same time, FriesDAO, a group that raised $5 million via an NFT offering, suffered a lethal blow when hackers made away with most of the group’s cash.

Yet, not all Web3 food ventures have failed. The coffee subscription site Bored Breakfast Club continues to operate. Flyfish, a high-profile NFT membership dining club, is set to open this summer, albeit offering a traditional non-NFT membership option. Additionally, Blackbird, the NFT loyalty program started by Eater and Resy founder Ben Leventhal, recently launched a breakfast club and sold out within hours.

So, with the dust of the first Web3 wave now settled, where does that leave us? Was the enthusiasm for food & Web3 more hype than substance? Or is the persistence of a hearty few continuing to march forward a sign of long-term viability for this space?

At this point, it’s too early to tell. Those who realized early on that Web3 and blockchain were a means to an end to enhance consumer-side benefits may have staying power. The same goes for those who realized they can’t require significant behavior change on the part of consumers regarding onboarding. Blackbird is a good example of both here. Others, like Flyfish, have demonstrated that they can make the necessary pivots to survive.

But big brands like Starbucks? They may take a while to come back. The Seattle-based coffee company arguably still has the leading loyalty program in the food business, and the fact company management decided they didn’t need to push any further into Web3 is a pretty good indication of whether they believe it’s required to unlock significant consumer value. Clearly, at this point, they don’t.

Some, however, like Wow Bao, realize this is a long-term waiting game. As company CEO Geoff Alexander told me this week, describing his company’s entry into the Metaverse, “Anything that you do new and technology takes time for adoption.”

He’s right that things take time. And if he’s right about the Metaverse, companies like his that stick it out for the long haul might benefit most.

At this point, though, nothing is a sure thing when it comes to Web3 and food.

Wow Bao Launches Hot Bun Vending Machine In The Metaverse

You can now visit a hot bun vending machine in the metaverse.

No, this isn’t a plotline from the sequel to Hot Tub Time Machine, but the next chapter in the continuing push by digital-forward restaurant chain Wow Bao to expand into the Metaverse and web3. The company, which launched its NFT program a year ago, announced last week that Wow Bao has launched on Roblox, a hugely popular virtual gaming platform with over 200 million monthly global users. According to Wow Bao, their launch on Roblox marks the first time that a fast-casual restaurant has launched in the Metaverse with a loyalty program that gives away in-real-life perks.

Those physical, non-digital perks come in the form of a free box of Wow Bao products, which a player qualifies for once they enter the Wow Bao game (called Dim Sum Palace) on Roblox, complete a couple of achievements, and connect their Wow Bao loyalty program (called the Hot Buns Club). Those without a Hot Buns loyalty club membership are instructed how to join, a process that involves leaving the game, getting the loyalty website URL from from a pinned post on Wow Bao’s Twitter profile, and signing up.

With a free box of Wow Bao on offer, I decided to join Roblox and check out Dim Sum Palace. I found the mini-game slick, but after I finished my achievements—earning a bao-themed headdress and a coupon for a free box of Wow Bao—I didn’t have much to do. The most time-consuming part was signing up for and connecting to my Wow Bao loyalty account (which, to be fair, went quickly after I jumped off to Twitter and found the URL).

Stepping back, it’s worth asking why the fast-casual Asian food chain is spending all of this time and resources to create a Metaverse game that likely won’t result in any significant customer revenue in the near future. According to Wow Bao CEO Geoff Alexander, the push into the Metaverse is a long-term play that they believe will pay off as more and more gamers look to garner IRL rewards for their Metaverse exploration.

“One of the things Wow Bao has always wanted to do is be wherever the consumer is,” Alexander told The Spoon. “There are a large number of people who game, and nobody’s talking to them.”

How is Wow Bao going to attract Roblox players to its Minigame? Alexander said they plan to raise awareness through paid advertising in Roblox, discovery on the home screen, and the giveaway of 10,000 UGC.

The company worked with production studio Sawhorse Productions, which developed the mini-game, and loyalty tech companies Flaunt and Paytronix to integrate their rewards program into Roblox. The company also continued to work with Devour for their Web3 ordering.

The risk for Wow Bao is that they invest in building a Metaverse presence, and, as we’ve seen with many brand efforts over the past few years, engagement remains low and overly complex for the average user, and eventually, they exit. According to Alexander, the company thinks being patient will ultimately pay off.

“Anything that you do new and technology takes time for adoption,” Alexander said. “We’re betting that the adoption will come. Today, it might be small. Tomorrow might be a little bit bigger. It might fall, and then it might come back. We’re in for the long game.”

Not Surprisingly, Starbucks Is Shutting Down Its NFT Program

Perhaps not all that surprising given the downturn in interest in Web3 and NFTs among big brands, Starbucks announced today that it’s shutting down its Web3 loyalty program Odyssey.

The Odyssey program allowed members to gain benefits through playing games and participating in activities called Journeys. When they completed Journeys, members earned points and received NFTs (called Journey Stamps) that gave them access to exclusive benefits. Members could also purchase limited edition NFTs, which provided them with additional Odyssey points and unique artwork.

According to an FAQ about the program’s transition, Starbucks says they will close the Odyssey beta on March 31, 2024, and users will have until March 25, 2024, to complete any remaining Journeys. The company says it will transition the Odyssey marketplace to the Nifty NFT marketplace, where users can buy, sell, and transfer Odyssey stamps. As part of the move, the company said they are also shutting down the Odyssey discord server on March 18.

The effort was shepherded by the former Starbucks chief digital officer Adam Brotman through his company Forum3. Like many Web3 startups in the past 12 months, Brotman and his cofounder Andy Sacks have made a hard pivot from Web3 to generative AI as their primary focus, with their new tagline being “Where AI Meets Digital Transformation.”

Some crypto sites have asked whether the program will return, and while Starbucks left the door open in its FAQ with a bland stay-tuned message – “While the Starbucks Odyssey Beta program is ending, we are excited for you to see what comes next and are grateful for your consistent engagement and feedback” – my guess is the company likely will de-emphasize things like tradeable NFTs even if it looks to use some form of underlying blockchain architecture in the future.

Yes, I’ve Entered the Meataverse

Last year, when news got out that Slim Jim had gone and registered the term meataverse, we all had a good laugh.

Over a year later and a few notches down the Gartner Hype Cycle, the salty meat stick company has finally launched its web3 world effort to get people to go online and collect digital art of cartoon meat sticks. The company, which, in a sarcastic nod to Facebook’s new corporate name, has periodically rebranded itself as MEATA on Twitter and described the effort in its trademark finding as something providing “services featuring virtual goods, virtual food products, and non-fungible tokens,” along with “providing a metaverse for people to browse, accumulate, buy, sell and trade virtual food products.”

But now, they’ve gone and done it by Jim, and I’m going along for the ride. Sure, it sounds ridiculous and something an adult who doesn’t eat Slim Jims would probably avoid wasting his time on, but here I am, the proud owner of GigaJim #1070.

The site, which allows you to join for free and to mint one of ten thousand NFTs free of charge (they even pick up the gas fees), is user-friendly and targeted at the average meathead who doesn’t own a crypto wallet. I have a Metamask wallet lying around somewhere, but I just let Slim Jim’s Meataverse create a wallet for me, and within 5 minutes, I had minted my GigaJim.

The site comes complete with an origin story for the Meataverse world, detailing how how a brilliant young scientist named “Slender” Jim (what else?) is recruited by Slim Jim Industries to head up its secretive M.E.A.T. (mechanics engineering and technology) lab and, within a few years, Dr. Jim has proposed a theory of alternate meat dimensions (aka the ‘meataverse’), virtual worlds that are “meatier, spicier and home to powerful energies.”

When I started looking for ways to increase my GigaJim’s value, it (surprise, surprise) required buying Slim Jims and scanning the bar code. Once you show you’re consuming meat sticks in the physical meat world, you’re given more base sauce to add to the sauce extractor, and once you have three base sauces, you can create a super sauce and level up your Jim.

As I said, it’s all ridiculous, but I have to say, as corporate brand web3 metaverse efforts go, it has me (somewhat ashamedly) thinking about running to the local store and picking up some Slim Jims (which is, of course, the point).

See you in the Meataverse!

Wow Bao Launches the ‘Hot Buns Club’, a $99-a-Year Web3 Loyalty Program

Wow Bao, the digitally nimble Asian food startup that’s expanded nationwide in recent years through an asset-light virtual restaurant model, announced the launch of its NFT program last week. The new NFTs, called Digital CollectaBaos, will be proof of membership in a new super-fan tier called the Hot Buns Club within the company’s Bao Bucks loyalty program.

Wow Bao laid out a web3 vision last November that will eventually include such far-out concepts as metaverse vending machines, but before they take their steamed buns fully into the virtual realm, it’ll start onboarding dedicated customers through its NFT-powered subscription program for $99 bucks a year.

The initial benefits for Wow Bao NFT holders include 10% off delivery orders, double Bao Bucks points on purchases, 10% off merch orders, and contest giveaways.

The Wow Bao NFT program is built on the Polygon network, a Proof of Stake consensus algorithm blockchain that proponents say is more environmentally friendly than many other Ethereum-based digital currencies. Despite the blockchain underpinnings of its new loyalty supertier, Wow Bao is – at least for the time being – downplaying the crypto angle given all the bad press the technology has gotten over the past year, positioning it instead as a digital collectible with associated member benefits.

“We’re staying away from the NFT title,” Wow Bao CEO Geoff Alexander told Restaurant Dive. “The crypto space and NFTs have taken a negative connotation in the last 12 months. We like focusing on making a collectible, we want it to be something that you own.”

The company chose Devour, a Web3 restaurant platform startup, as its partner to power the new program’s web3 ordering. Devour’s DevourGO will enable the delivery of automated promotions for holders of the Wow Bao collectibles when ordering from Wow Bao restaurants in the DevourGO marketplace.

Wow Bao’s entry into web3 is on brand for a company that has seemingly embraced nearly every new technology to enter the restaurant space in recent years. The company was the first chain to sign on to use Eatsa’s automated kiosks (before Eatsa dropped the technology and pivoted to loyalty programs) and has been one of the most aggressive (and successful) companies leveraging expansion through virtual restaurants, opening up close to 700 locations across the US in recent years. The company has also embraced automated vending (of the non-metaverse variety) to dispense bao and dumplings.

Podcast: How the DeSci Movement Will Change The World of Food

Do you know what DeSci is?

Don’t feel bad if you don’t, especially if, like me, food is your primary focus.

A16Z’s publication Future describes DeSci as a movement in which “a growing number of scientists and entrepreneurs are leveraging blockchain tools, including smart contracts and tokens, in an attempt to improve modern science. Collectively, their work has become known as the decentralized science movement, or DeSci.”

Dr. Jocelynn Pearl

If you haven’t heard of DeSci by now, the reason is that while the trend’s caught the attention of the biotech and research funding worlds, it hasn’t entirely made its way into the future food conversation just yet. 

But it’s only a matter of time, so I figure there’s no better time to learn than now. To help us do that, I invited Dr. Jocelynn Pearl, a biotech scientist, entrepreneur, podcaster, and DeSci expert, onto the podcast. 

In this episode of the podcast, Dr. Pearl and I discuss the following:

  • What is DeSci?
  • How DeSci is changing the insular and outdated world of research publishing
  • The benefits of using Web3 tools like DAOs, blockchain, and NFTs in science research
  • Why DeSci hasn’t yet reached the future food industry just yet and why that may soon change
  • What the future of science research may look like with these types of tools

If you’d like to hear more from Jocelynn, you can find her podcast, the Lady Scientist Podcast, and read some of her writing on her website.

As mentioned in the episode, we are having an event next week on the state of food robotics, and we’d love for you to join us. So get your free ticket here. 

You can listen to the podcast by clicking play below or at the usual podcast spaces such as Apple Podcasts or Spotify.

Podcast: Hospitality in the Era of Web3 with Ben Leventhal

Ben Leventhal has nothing if not good timing. 

In 2004 the New York entrepreneur launched Eater at the dawn of the blogging era, when food media was still mostly legacy publications and message boards. 

After selling Eater to Vox, he launched Resy in 2014 just as restaurants were beginning to bristle at the data practices of legacy online reservation systems such as OpenTable. He’d eventually go on to sell his second company to American Express. 

And now Leventhal is looking to create his third founder success story with the launch of Blackbird, which he describes as “a new loyalty, membership, and payments technology company.” With Blackbird, Leventhal hopes to create consumer-friendly software that harnesses the features enabled by new platforms such as Web3 while pushing the technology into the background.

“Consumer software is consumer software,” Leventhal told me

In this episode, we discuss Ben’s journey from those early days, how the evolution of food media, the changes to reservation and other restaurant tech platforms, and how he envisions Web3 and other new technologies could change the game for small and independent restaurants. 

You can find out more about Ben’s new company at Blackbird.xyz. 

You can listen to the podcast by clicking play below, on Apple Podcasts or Spotify, or wherever you get your podcasts.

Forum3 Announces $10M Seed Round On Heels of Launch of Starbucks’ Web3 Loyalty Beta

Today Forum3, a Seattle-based startup that helps companies build Web3-enabled loyalty programs, has announced it has raised a $10 million seed funding round. The company, co-founded by former Starbucks loyalty lead Adam Brotman and Seattle-based VC and ex-Microsoft exec Andy Sack, raised funding from Decasonic and included participation by Bloccelerate, Liberty City Ventures, and Arca, along with strategic investments from Polygon Ventures and Valor Siren Ventures.

The news comes a day after Starbucks launched the beta for Odyssey, the Web3-powered component of the Starbucks Rewards loyalty program. Odyssey allows members to gain benefits through playing games and participating in activities called Journeys. When they complete Journeys, members will earn points and get NFTs (called Journey Stamps) that give them access to exclusive benefits. In addition, members can purchase limited edition NFTs, which will provide them with additional Odyssey points and unique artwork. Some benefits that Odyssey members will have access to include exclusive events and early access to merchandise.

With the Starbucks deal, Forum3 co-CEO Brotman continues his long relationship with his former employer and fully embraces what has become his passion in Web3. Before founding Forum3, the coffee giant’s former Chief Digital Officer was hand-picked to be the CEO of Brightloom, a company that was re-spun as a digital loyalty platform company with a cash infusion from Starbucks. Over the past year plus, however, Brotman had made clear he was all-in on Web3, doing the rounds on podcasts, advising Starbucks on its entry into Web3, and forming a Web3 consultancy at Brightloom before starting his new company.

And to be honest, what Forum3 is now doing sounds a lot like what Brotman had started to build at Brightloom. Earlier this year, Brightloom had begun to put together its entry into the Web3 advisory services business but delayed the announcement until last month. According to Brightloom and Brotman’s Linkedin, he is still part-time chairman at Brightloom, or at least was until this week. My guess is Brotman saw the opportunity to leverage his relationship with Starbucks and make their interest in building a Web3 loyalty program the launch point for a new startup.

Interestingly, this news comes a week after Brightloom launched a new Web3 spinout called Thred, which calls itself a search and discovery platform for NFTs. Thred is led by Ben Straley, former president and chief product officer of Brightloom.

These moves come when NFTs and the broader Web3 space have come down to earth during a general crypto downturn. Despite all of the recent pessimism, it appears that investors still have an appetite for new loyalty and discovery platforms built on top of blockchain technology.

Hack Drains FriesDAO Restaurant Project of $2.3M in What Looks Like Potentially Lethal Blow

Late last month, FriesDAO, the organization that made a splash when it raised over $5 million via a token offering earlier this year, saw its treasury raided and drained by a hacker.

According to a postmortem created by the DAO’s admins, hackers were able to access the DAO’s treasury and take all of the group’s USDC tokens:

On October 27th, 5:58PM UTC, friesDAO contracts were exploited by an attacker taking control of our own deployer address through a profanity attack vector. The hacker was able to drain the treasury of its USDC through the refund contract, drain the FRIES tokens in the staking contract, subsequently selling it all into the Uniswap pool.

The document goes pretty deep into crypto-speak to explain what happened, but the bottom line is a hacker was able to access the DAOs treasury via a crypto exploit called the Profanity flaw. There have been a number of Profanity-exploit related crypto hacks over the past couple of months and, unfortunately for FriesDAO, they are one of the latest.

The news looks like a potentially crippling blow to the DAO, which had been deep in negotiation to buy its first restaurant. Those within the DAO are continuing to try and figure out who stole the funds and figure out next steps, but things are not looking good. The overall tenor in the group’s Discord is one of resignation as they try to figure out if they can salvage the acquisition, start anew by raising new funds, or if they should just take their losses and move on.

It’s a huge bummer for an innovative organization that looked like it would be the first to create the world’s first DAO-owned restaurant. More broadly, this type of news will no doubt potentially plant seeds of doubt among decision makers at bigger brands who had been evaluating moves into the world of Web3.

Web3 & Bubble Tea: FriesDAO Closing In On First Restaurant Acquisition

FriesDAO is closing in on its first restaurant purchase.

The group, which managed to raise over $5 million via an initial token offering in the spring of 2022, has identified a boba tea/frozen yogurt store in New York City that it describes as an “absentee store (no daily owner operation needed).” The group says the location is currently profitable.

To make the deal even more interesting, the FriesDAO team says “a very popular NFT collection” has offered to give the group full support with possible partnership implications if the DAO chooses to brand a store with the NFT. In a post on Snapshot, FriesDAO explains that partnering up with the NFT collection (which they do not name) is attractive because, in part, any commercial revenue restrictions from the NFT license would be removed.

“This would potentially allow us to own the store directly, explore and set our own policies, increase community engagement through creative endeavors, and possibly start our own franchise.”

Over the past six months, the group has been sifting through various proposals with mixed success. In a previous announcement, FriesDAO disclosed they had been in discussions with an operator of a Jersey Mike’s franchise to buy its location, but the deal fell through once the operator backed out.

The DAO now looks like it’s found a purchase target. After getting nearly unanimous consent from backers via an online poll, the DAO is planning to send a Letter of Intent (LOI) today, FriesDAO advisor Bill Lee told The Spoon.

If the deal (which will cost about $165 thousand) goes through, I’ll be curious to learn which NFT collection the group has been in discussions with. The success of Bored & Hungry has shown that branding a restaurant with a popular NFT can add buzz and drive customer visits.

The group’s choice of a boba tea spot makes sense, since spin-up costs for new locations are likely to be much lower than that of a traditional fast food joint. Lower capex costs could help accelerate expansion should the DAO move forward with an NFT-branded franchise model.

The Effort to Onboard Restaurants to Web3 Continues, But It’s Going to Take Some Time

Over the past year, we’ve seen a rush of enthusiastic entrepreneurs and restaurant-adjacent operators announce initiatives to help onboard the world of dining into the world of web3.

How’s it going so far? Let’s just say it may take some time.

I decided to check in on some of the early efforts and see how things are going. Here’s what I found.

FriesDAO

FriesDAO flew out of the gate, pooling $5.4 million through an NFT sale that the DAO hoped to use to buy or invest in a fast food restaurant. How are they doing?

Things look to be slow-going. Reviewing some of the announcements made via the DAO’s Discord, the group began exploring potentially working with Bored & Hungry to open a second location in June. Those talks don’t seem to have progressed very far. The group also began exploring potential deals to acquire or start a new franchise with a few franchise operators, including a Jersey Mike’s owner. In early August, the FriesDAO admin team announced that the Jersey Mike’s owner they had been in conversation with is no longer looking to sell.

Bored & Hungry

And what about Bored & Hungry, the crypto-centric restaurant that launched in April of this year after restaurant operator Andy Nguyen decided to create a Bored Apes-themed restaurant using one of his Apes (Bored Ape #6184) as the central character?

After garnering lots of early buzz, the restaurant continues to plug along even after the late spring/early summer crypto crash. While there were some reports that the restaurant had stopped accepting crypto as payments, Nguyen called the reports ‘fake news’ and the restaurant continues to do brisk business (with even the occasional Snoop Dog sighting).

BurgerDAO

Late last year, BurgerDAO launched with the hopes of starting a completely Web3-centric burger franchise from scratch. The idea was to raise funds via an NFT drop and partner with a ghost kitchen operator to launch the BurgerDAO initially as a virtual restaurant, with long-term plans to create an IRL physical BurgerDAO location.

Big plans, but according to BurgerDAO founder Al Chen, real life has gotten in the way. On April 1st, Chen sent a message on Discord letting the community know the founders have run into more roadblocks than expected and are also pretty busy with their regular lives.

“…life just got in the way. We both have full-time jobs, families, and all the same shit you all deal with on a day-to-day basis. Long story short, we haven’t had as much time as earlier in the year to devote to pushing things forward on the project.”

Chen made it clear that they haven’t given up on the idea and are optimistic about BurgerDAO, but at this point, hasn’t made any additional announcements.

Devour

Devour isn’t a restaurant concept itself but instead a collection of different platforms that aim to help bring the world of restaurants into Web3. The group is creating its own blockchain token called DevourPAY, which it hopes will become the preferred token of the restaurant industry, and has launched a series of membership NFTs called the Industry Collection. They’ve launched their initial token offering through an ILO (initial liquidity offering) this week and are planning to launch a web3 food marketplace called DevourGO in September.

At this point, it’s too soon to tell how things are going with Devour, but they certainly look busy as they ramp up a bunch of different interlocking components of what they call an ecosystem. The group has something like 5 or 6 different websites, and for a restaurant operator not really accustomed to the world of web3, I have to wonder if the sheer amount of various offerings Devour is throwing out there is a bit overwhelming and confusing.

Brightloom’s Web3 Services

Adam Brotman, CEO of Brightloom, brings some digital payment street cred to the table as the guy who’s credited as the driving force behind Starbucks’ digital ordering initiative. So it wasn’t all that surprising when the company announced they were creating a web3 consulting business to help restaurant operators ease into the world of web3, especially after Brotman started making the rounds early this year talking about the potential of web3 for restaurants.

The announcement came after The Spoon had uncovered that Starbucks had brought Brotman in to advise on their move into NFTs (Brightloom has been careful not to make any announcements about being involved with Starbucks’ effort). At this point, it isn’t clear how much of the web3 push from Brightloom is simply Brotman pushing his own consulting services (he has a separate consulting group called Forum3 on his Linkedin) vs Brightloom trying to become a key player for restaurant web3.

So what do I think after checking in on some web3 restaurant initiatives? Mainly that things are going kinda slow. The crypto crash no doubt took some steam out of web3’s food service sails, but I also think that the world of dining just isn’t quite ready for this transition.

Everyday diners just want to eat and probably are confused by any mention of NFTs or a DAO. The same can probably be said for the vast majority of restaurant operators. And while platform-builders like Devour and Brightloom (and others who have made noise like Lunchbox and Nextbite) are building tools to make things easier for everyone, the reality is infrastructure building is arduous and time-consuming.

Bottom line: The world of web3 may eventually merge with restaurant dining, but don’t expect it to happen quickly.