Dubai burger joint Pickl reveals first glimpse of metaverse restaurant
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Dubai burger joint Pickl reveals first glimpse of metaverse restaurant

Dubai burger joint Pickl reveals first glimpse of metaverse restaurant

The restaurant will allow UAE-based customers to place orders in the metaverse and receive delivery in the physical world

Divsha Bhat

Pickl, a Dubai-based burger joint, has launched its first sneak-peek virtual tour to give enthusiasts with a glimpse into what they can expect from the brand’s virtual restaurant in the metaverse.

The brand’s precisely chosen and detailed ‘meta restaurant’ was designed to duplicate every element offered at the company’s real locations. The virtual restaurant is fully set to welcome both existing ‘fans’ and curious palates from across the world to virtually explore its soon-to-open premises.


The 2,000 sq ft facility will feature brand-themed games and offer virtual fashion and Pickl-inspired NFTs, which can be redeemed for tangible products or used to customise their avatar as virtual apparel. To complement the brand’s ambitious aspirations to introduce food delivery into the virtual world, and to ‘disrupt the norm,’ the restaurant will also have a specific space for delivery riders, allowing UAE-based customers to place orders while in the metaverse and get delivery in the physical world.


Pickl founder and CEO Steve Flawith said, “Pickl in the metaverse will be no different. Our virtual Pickl will have everything that makes our physical outlets special, plus much more thanks to the limitless possibilities of the metaverse.”

Meanwhile last month, the Dubai government announced that it will form a dedicated task force to track the latest developments in the digital economy as it looks to leverage opportunities within the metaverse.

The directives to set up the task force was issued by Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai and Chairman of The Executive Council of Dubai, and Sheikh Maktoum bin Mohammed bin Rashid Al Maktoum, Deputy Ruler of Dubai, Deputy Prime Minister and Minister of Finance at a meeting of the Dubai Council.

Sheikh Hamdan noted that the committee had started work on key pillars and the objectives of the Dubai metaverse strategy.

The strategy aims to increase the contribution of the metaverse sector to Dubai’s economy to $4bn by 2030 and increase its contribution to Dubai’s GDP to 1 per cent.

Read: Dubai wants metaverse to contribute $4bn to its economy by 2030

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