The unexpected collaboration between a fast food restaurant in Naples and the Shiba-Inu cryptocurrency

Among the most interesting solutions on how to successfully unite Metaverse and cuisine, an unexpected project that has caught the attention of the international press, has been the partnership between the "meme-coin" Shiba Inu and Welly's, a healthy fast-food chain based in Naples. The Shiba, the 15th largest cryptocurrency by market capitalization with 12.18 billion, has become the restaurant's de facto second symbol thanks to a complete rebranding, from the mascot to the new eco-friendly packaging. Also, as part of the collaboration, Welly will begin accepting cryptocurrency as payment after making the necessary technological changes. 

The vision of Welly's founder, Stefano Guglielmini, was to create a community based on the healthy lifestyle that would go well beyond the Italian borders, expanding into the world of tokens was therefore as necessary as it was spontaneous. Together with his team he started to think about the concept of decentralization, one of the fundamentals of crypto, and how the $SHIB community could become part of the world of Welly, and, in the end, the team and Shytoshi Kusama closed the deal. Vaynerchuk's The Flyfish Club isn't the only project that paved the way for Guglielmini's prospects. The first partnership between fast food and the cryptocurrency world was the collaboration between Burger King and the trading platform Robinhood, to promote the premium service "Royal Perks". Each subscriber had the chance to win bitcoin, ether or dogecoin for every purchase of at least five dollars spendable online or in a restaurant of the fast food chain.

In the years when new entrepreneurial realities are popping up every day in every sector making the competition harder and harder, big brands as well as small start-ups feel the need to retain their audience on a deeper level, to build a relationship with costumers through a personal narrative. For the restaurant industry, NFTs, or more generally Tokens, are an effective means to perpetrate the purpose, creating an active community around them and attracting the interest of investors. Certainly Welly demonstrates that evolving these sectors and combining them together is not only possible, but profitable.