So while it may not be surprising that a restaurant concept by alpha-adopter and Internet celebrity Gary Vaynerchuk can raise millions of dollars selling NFTs, what about that mom & pop place on the corner?
In other words, how does a small restauranteur that doesn’t have the followers, fame and early adopter advantage of a Vaynerchuk take advantage of web3?
This is a problem Adam Brotman has been giving some thought to. As the former head of digital for Starbucks and CEO of a company that powers digital loyalty programs for restaurants big and small in Brightloom, he’s been imagining what a world looks like when more consumers know what an NFT is and how to hold it.
I asked him how a corner restaurant like the one in my neighborhood called Portofino’s might eventually use an NFT. According to Brotman, local restaurants like the one at the end of my street will eventually be able to put NFTs to use, but not in the same way celebrities as Vaynerchuk can.
“Portofino’s could say, ‘Yeah, we know who our best customers are, either by name or some loyalty program,’” Brotman said on the Spoon podcast. “And they give them an NFT. Say, ‘here’s a code to claim your free NFT. And by the way, we’re only giving there’s only evergoing toa be 300 customers that can own the Portofino’s NFT.’
Brotman says that there are plenty of benefits popular smaller restaurants can give loyal customers that would make an NFT valuable such as reservations whenever they want, free valet parking, special offers, and events.
Brotman acknowledges some things need to fall into place before small guys can use NFTs, the first of which is to make the onramp for customers to buy and hold NFTs a whole lot accessible.
“99% of their customers wouldn’t even know how to hold an NFT,” said Brotman. “You have to have a crypto wallet today. They ask, ‘what is a crypto wallet? How do I get one?’”
Brotman says the entire crypto tech space is working on this problem and believes big consumer-facing crypto companies like Coinbase will eventually offer easy-to-use solutions.
He also thinks the cost needs to come down, both in terms of transaction fees and the impact on the environment. He believes newer blockchain platforms that claim to be carbon neutral like Solana will help here.
Brotman also admits better tools are needed since offering something like an NFT is beyond the capabilities of most restauranteurs and says that this is a problem that Brightloom is working on.
Brotman also thinks the broader metaverse holds potential for restaurants, but it will be a while before all that is figured out.
“I think we’re a ways off from that,” said Brotman. “NFTs being used multi-purpose loyalty, access identity, digital collectible community formation tool is going to be more relevant first before there’s going a critical mass of people living in some virtual reality.”
But, just in case restaurants are already thinking of moving into the metaverse, Brotman doesn’t think they should be overly focused on being transactional, but instead on enabling experiences that are on-brand.
“If I’m a Starbucks in the metaverse, I’m not just serving coffee. I’m growing coffee. I’m giving people tours of my farm in Costa Rica. What are the things that I wish I could transport people to experiences that I can’t scale in real life because of distance or cost or physics?”
You can hear the rest of my conversation with Brotman in the latest episode of The Spoon podcast.
