Today in Food Commerce: Wendy’s Announces VR Restaurant; Dunkin’ Launches Makeup Line

Today in food commerce, Wendy’s gets ready to open a metaverse location, and Dunkin’ announces a collaboration with cosmetics brand e.l.f. Plus, Kroger boosts its eCommerce ad offerings.

Wendy’s Announces VR Location as QSRs Race for Metaverse Primacy

After 2020 and 2021 saw the rapid expansion of ghost kitchens, off-premises-only restaurants with no storefront, brands are now looking to use virtual reality (VR) technology to integrate storefronts back into their digital locations. Major quick-service restaurant (QSR) chain Wendy’s has announced the opening of a digital location in Meta’s Horizon Worlds VR space, wherein consumers can interact in a virtual restaurant or one of several other branded spaces.

Dunkin’ Announces Makeup Collaboration as QSRs Aim to Be ‘Lifestyle Brands’

Coffee and baked goods QSR)Dunkin’ is looking to integrate its brand into more parts of consumers’ daily routines. It has partnered with cosmetics brand e.l.f. to offer co-branded makeup through the websites of the cosmetics brand and of Ulta Beauty. The collaboration features a coffee-scented lip scrub, a donut-inspired eyeshadow palette and more.

Grocery Roundup: Kroger Boosts Digital Ad Business; Funds Pour in for eGrocery Marketplaces

Kroger is expanding access for advertisers through its retail media business, Kroger Precision Marketing, enabling greater eCommerce ad placement capabilities. Additionally, the Fresh Market is investing in new loyalty features, and eGrocery businesses announce major fundraises.

Albertsons to Accept Supplemental Benefits for Produce, Wellness Items

Albertsons Companies customers can now use supplemental benefits to buy over-the-counter medicines and fresh produce. Eligible customers can conveniently use prepaid cards funded through Medicare Advantage plans, employer incentives, healthcare providers or local governments.