A new survey of 2,496 consumers by PYMNTS and Paytronix – companies designed to broker transactions in emergent platforms across the metaverse — offers an interesting glimpse into the demographics of this new technology and what it means for the future of the restaurant experience. Per Paytronix, the research provided by the survey “shows that the metaverse — an advanced, social, virtual reality platform — may develop into another way in which restaurant customers interact with their favorite brands, hang out with other fans of their favorite eateries and maybe even buy their favorite foods. Already, 18% of consumers have participated in a metaverse environment.”
The survey breaks down how much one’s age and income are correlated with familiarity and interest in the metaverse. For example, newer generations have vastly more participation with the metaverse (Gen Z, 27%; millennials, 33.6%; and bridge millennials, 27.8%) than older generations (Gen X, 16.3%; baby boomers and seniors, 2.9%), per Paytronix. Similarly, those who earn more than $100,000 annually have had more experience with the metaverse (21.8%) than those who earn less than $50,000 (11.9%).
The most important demographic group in the study, however, were “grab and go” (meaning fast food drive-thru consumers), whose metaverse familiarity (29.2%) was in stark contrast to traditional “dine-in” restaurant goers (13%) and those who oped for “either-or,” per Paytronix. In other words: Now you know why and McDonald’s and Panera are joining the metaverse.