Forging New Paths: How Restaurants Can Leverage Gaming, Web3, and Community Loyalty
As the restaurant industry continues to evolve, savvy brands are looking beyond traditional marketing tactics and embracing innovative technologies to build unbreakable customer connections. In a fascinating conversation on the "Rock My Restaurant" podcast, industry experts Alejandro Marin Vidal and Shelly Rupel delved into the transformative potential of gaming, web3, and community-driven loyalty programs.
Marin Vidal, a former strategy consultant at Activision, shared invaluable insights gleaned from his time in the gaming world. He highlighted the fundamental shifts happening, where consumers no longer identify as solely "Chevy" or "Ford" loyalists, but rather flit between experiences, chasing the next hit of dopamine-fueled entertainment.
"People flow between things," Marin Vidal explained. "It's not like 'I'm a Call of Duty player' or 'I'm a Fortnite player.' People who play Call of Duty also play Fortnite and other games. They just spend time where they get their daily dopamine hits."
This behavioral shift presents both challenges and opportunities for restaurant brands. Rupel, co-founder of the DevourPlay loyalty platform, noted that the industry has been resistant to embracing centralized loyalty programs, fearful of relinquishing control of their customer data and experience.
"There's still the sense of, 'If I don't control it, then it's not worth doing,'" Rupel said. "If I can't get 100% of it, then I'd rather get zero."
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However, Marin Vidal argued that the tide is turning, driven by generational leadership changes and a growing acceptance of collaborative, "co-optative" models. He envisions a future where restaurants come together to create a unified "NATO" of loyalty, leveraging shared resources and data to deliver a seamless, gamified experience for consumers.
"Look, we can still compete, but maybe let's build something together that is stronger," Marin Vidal said. "That's where I think the opportunity is going to happen - when you have that collective bargaining, that co-op competition."
The potential extends beyond just loyalty programs. Marin Vidal and Rupel both highlighted the rise of web3 and augmented/virtual reality (AR/VR) as transformative technologies that could reshape the restaurant industry. From using blockchain to track and manage brand IP to creating immersive, location-based experiences, the future of dining is ripe for disruption.
"The opportunities are massive," Marin Vidal said. "Right now, the focus is on direct-to-consumer, but I actually think they should make [VR headsets] more expensive - turn them into premium experiences, luxury devices. That's what Ready Player One was - you should be able to go to the mall and try the craziest thing you've ever experienced."
As restaurant leaders navigate this rapidly evolving landscape, the key lies in embracing collaboration, adaptability, and a willingness to experiment. By leveraging the power of gaming, web3, and community-driven loyalty, brands can forge new paths to success and captivate the next generation of diners.
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