Starbucks announced at the beginning of the month its ambition to invest in web 3.0 with a collection of NFTs and the creation of a “third place”. The company is also looking for a new general manager who can understand the new technologies surrounding this area.
Starbucks wants to launch into web 3.0
Starbucks has been coveting web 3.0 for some time now. The company had announced, during its investor conference at the end of the last quarter, that it had great aspirations for its own vision of the metaverse: the “third place”. Brady Brewer, Executive Vice President and Chief Marketing Officer, describes this venue as “ a place between home and work “.
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The Seattle-based company’s goal is to reach out to younger audiences. ” Our customer base is increasingly young, they are digital children and they expect Starbucks to be as relevant outside of our stores as we are inside. explains Howard Schultz, Interim General Manager.
Starbucks’ NFT collection is scheduled to launch later this year and will be based on the concept of coffee art and storytelling, drawing inspiration from the company’s 50-year history.
See beyond speculation
Starbucks does not want ownership of a non-fungible token to be motivated solely by speculative purpose. ” We are fascinated by how NFTs allow people to own a programmable and customizable digital asset, which doubles as access cards “, explains the company in his press release.
Owners of a Starbucks NFT will then be able to access exclusive benefits and experiences through a “community membership” credential. For the moment, no example has been disclosed.
If, currently, the main use of non-fungible tokens is speculation, some companies seek to give real uses to their collections.
In May 2021, the digital agency Emikna announced a partnership with Arianee, a specialist in creating digital passports for fashion and luxury brands using NFTs. Their protocol makes it possible to guarantee the authenticity of a product and to follow its history of repairs, alterations thanks to the help of its non-fungible token. Enough to give more value to this often decried technology.