UK – The Bao restaurant chain, which grew from an East London market stall, now has its own digital universe.
The Baoverse was created by design studio Hato and drawn by Marcelo Colmenero, and is a tiny bustling pixel city where everyone starts as a Tourist and gradually levels up to Resident, Citizen and finally Family, depending on how many Bao destinations they’ve visited in real life. Users earn digital currency, Baocoin, when they spend money at Bao, which unlocks digital and physical rewards, including the ability to skip restaurant queues or get free cocktails.
Baoverse is the first venture from Not In Game, a new hospitality tech platform that co-founder Ken Kirton says is an attempt to disrupt the loyalty app industry by creating a more seamless experience between the customer and restaurant. The app hopes to bridge the gap between online and offline purchases – a T-shirt bought at a Bao restaurant would also mean a digital version for your app avatar.
In Betterverse Bites we’ve seen how food brands move to virtual realms to educate consumers but these spaces can also be used to connect playfully and build loyalty through having fun.
Get creative in digital spaces to enhance interest in your brand in real life.