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Where in the restaurant world will Pokemon GO, go?

July 14, 2016 by S.A. Whitehead — Food Editor, Net World Media Group

Computer code rarely lies, and the computer code inside the Pokemon Go game for mobile devices indicates that the Niantic Labs product already has McDonald's deeply embedded inside it. If it's true, McDonald's isn't ready to talk about it yet, though. Earlier today, QSRweb.com sent questions into the chain's media representatives regarding the reports and what they mean for both the chain and the game and got this response. 

"Unfortunately I don’t have any news to share, but appreciate you reaching out," said McDonald's Media Relations Director Lisa McComb in an email.

There has been a lot of speculation about which food retailers would be affiliated with the new game since it's a free download for mobile devices and, well, the most successful restaurateurs always find a way to make money somewhere, somehow. So the question has been, how will Pokemon Go make money for its developers and the retailers it partners with in lucrative co-marketing arrangements?

The answer to that question becomes even more enthralling when you look at the wildfire of popularity that this new augmented reality game is generating. Augmented reality — or computer-based applications that mix the real and virtual worlds — are generally thought to be one of the biggest growth categories for all kinds of technology now and in the future.

Since Pokemon Go uses global positioning satellite information and a phone's clock to generate which Pokemon characters appear in the user's "altered reality," the game generates lots of possible scenarios which are related to wherever the gamer is in the world. So, even though the games are still about "catching the little animated creatures," now the possibilities for which types of characters can be found and when and where, grow exponentially, including night-time-generated fairies and ghosts or globally-specific characters (Pokestops) unique to the user's part of the world. 

The game's developer, Niantic, has monetized it to some degree already because players can purchase "lures" to catch different Pokemon in different situations. But, how will fast food and other restaurant chain use the game to make money? Without any response yet from the one chain that appears to already be affiliated with the game — at least in its code —  the answer to that remains to be seen.

If anyone remembers the 1990s when lines stretched around Burger King outlets everywhere with children and their beleaguered parents — hoping to get one of the kids' meals with the Pokemon cards that were so collectable back then — somebody stands to see a lot of foot traffic in winning an affiliation with the game. Indeed, some reports indicate that some restaurants, like these in Australia, are already getting a piece of the Pokemon pie, but affiliations here in the U.S. and elsewhere remain to be seen. Twitter, however, is proof that U.S. chains, including Zoe's and Raising Cane, are currently using the game to attract customers. 

User Actions

 Following

Zoës Kitchen‏@ZoesKitchen

Going @Pokemon hunting today? If you catch one in our restaurant, snap a photo and tweet us to win a $25 gift card! #PokemonGO

 

Verts Mediterranean Grill is another chain taking advantage of the game's popularity. It is throwing a Pokemon Lure Party at its Hill Country Galleria llocation, which doubles as a Poké Stop (a stopping point where gamers can retrieve virtual items that include Poké balls and eggs). The chain will drop non-stop lures throughout the evening, will offer happy hour prices and is hosting an on-site Pokémon Trainer expert  to provide tips, hacks and answer questions for Pokémon newbies.

The only good news for chains that miss this opportunity is that there are bound to be many others coming down the pike. Augmented reality games and other applications are just getting started, so who knows what customers will be chasing this time next year and which food service outlet will be more than happy to help them find them … for a price. 

About S.A. Whitehead

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Pizza Marketplace and QSRweb editor Shelly Whitehead is a former newspaper and TV reporter with an affinity for telling stories about the people and innovative thinking behind great brands.