The virtual realm of Wendy‘s is currently undergoing expansion. A new branded experience in the metaverse named “Sunrise City” was unveiled by the restaurant chain today. This experience is an expansion of the brand’s Wendyverse activation, which was first introduced back in April. In a statement, Wendy’s described their new virtual experience as “a breakfast lover’s playground replete with a breakfast themed obstacle course.”
Sunrise City, along with the rest of the Wendyverse, can be accessed through Meta’s Horizon Worlds platform
The complete description of Sunrise City provided by the brand makes it sound like a combination of a medieval fantasy novel, an old-school arcade game, and a variety of different types of brand marketing. For the purpose of the brand, visitors to the digital world will be given the objective of “reaching the pinnacle of Wendy’s breakfast castle as teeter tottering bacon bridges and flying biscuits await.” The “paragliding on a floating breakfast potato” experience is only one of the many other exciting virtual activities that will be available.
Additionally, Wendy’s new metaverse activation is directly connected to specific incentives that can be redeemed in the real world. According to a statement released by the company, customers “may score a free breakfast sandwich via the app with purchase through the end of June, which can be redeemed online at wendyverse.com.”
Wendy’s has been placing a significant emphasis on the metaverse as a medium through which it can interact with a younger audience, advertise itself as a brand that is focused on the future, and develop communities. In addition to the introduction of the Wendyverse, the company in 2019 presented the widely popular online video game Fortnite with its own own game mode, which was given the name “Food Fight.”