Web3 食品危機：無聊與飢餓關門，星巴克奧德賽慘遭淘汰

從最初的成功到最終的關閉，Bored & Hungry 代表了烹飪領域受 Web3 啟發的創業浪潮。儘管 NFT 熱潮期間熱情高漲，但幾個類似的項目，包括星巴克的奧德賽忠誠度計劃、名廚合作和雄心勃勃的 DAO，都面臨挫折或關閉。雖然 Blackbird 和 Flyfish 等企業不斷適應，但星巴克等主要品牌仍對進一步採用 Web3 猶豫不決。 Web3 在食品領域的未來仍然不確定，有些人堅持長期生存，而有些人則承認需要耐心和策略重點。

The Rise and Fall of Web3 Food: Bored & Hungry Closes, Starbucks Abandons Odyssey

Web3 Food 的興衰：Bored & Hungry 關門，星巴克放棄 Odyssey

In the ebullient aftermath of the 2021 NFT boom, the culinary industry embraced the transformative potential of Web3, seeking to bridge the digital and physical realms of dining. However, two years later, the landscape has shifted dramatically.

在 2021 年 NFT 熱潮過後，烹飪業擁抱了 Web3 的變革潛力，尋求在數位和實體餐飲領域之間架起橋樑。然而，兩年後，情況發生了巨大變化。

Bored & Hungry's Demise

無聊又飢餓的消亡

In March 2022, amidst the hype surrounding Bored Ape NFTs, investor Andy Nguyen opened Bored & Hungry, a burger joint inspired by the iconic digital collectibles. The restaurant's initial success was undeniable, with lines stretching around the block.

2022 年 3 月，在 Bored Ape NFT 的大肆宣傳中，投資者 Andy Nguyen 開設了 Bored & Hungry，這是一家漢堡店，靈感來自於標誌性的數位收藏品。餐廳最初的成功是不可否認的，整個街區都排起了長隊。

But the euphoria proved short-lived. Last week, Nguyen announced the closure of the original Bored & Hungry location in Long Beach, California. The restaurant has sold its concept to HUNGRY Dao, a branding and franchising company from Asia.

但事實證明這種興奮是短暫的。上週，Nguyen 宣布關閉位於加州長灘的 Bored & Hungry 原店。該餐廳已將其理念出售給亞洲品牌和特許經營公司 HUNGRY Dao。

A Trend in Retreat

退卻的趨勢

Bored & Hungry was not alone in its foray into the Web3 space. Numerous restaurants, chefs, and corporations launched initiatives to connect their food businesses with digital assets. However, most of these ventures have since shut down or scaled back.

Bored & Hungry 並不是唯一一家進軍 Web3 領域的公司。許多餐廳、廚師和企業發起了將其食品業務與數位資產連接起來的舉措。然而，大多數這些企業已經關閉或縮減規模。

Starbucks Odyssey Fails

星巴克奧德賽失敗

Starbucks, one of the most prominent names in the industry, recently announced the closure of its Web3 loyalty program, Odyssey. The program, launched with great fanfare, aimed to reward customers with digital experiences and rewards. However, Starbucks has decided to abandon the project, signaling a shift in the company's priorities.

星巴克是業內最著名的品牌之一，最近宣布關閉其 Web3 忠誠度計劃 Odyssey。該計劃大張旗鼓地推出，旨在透過數位體驗和獎勵來獎勵客戶。然而，星巴克決定放棄該項目，這標誌著該公司的優先事項發生了轉變。

Other Failed Projects

其他失敗的項目

Similar stories have played out across the industry. Tom Colicchio and Spike Mendelsohn's CHFTY Pizza NFT project, promising exclusive perks and events, has become inactive. Old-school home appliance brand Crockpot's commemorative NFT has failed to attract any offers. And even group projects like FriesDAO, which raised $5 million, have been thwarted by devastating hacks.

類似的故事在整個產業上演。 Tom Colicchio 和 Spike Mendelsohn 的 CHFTY Pizza NFT 計畫承諾提供獨家福利和活動，但現已不再活躍。老牌家電品牌 Crockpot 的紀念版 NFT 未能吸引任何報價。甚至像 FriesDAO 這樣籌集了 500 萬美元的團體項目也因毀滅性的駭客攻擊而受阻。

Signs of Hope

希望的跡象

Despite the string of failures, not all Web3 food ventures have faltered. The coffee subscription site Bored Breakfast Club remains operational. Flyfish, an NFT membership dining club, is set to open this summer, although it will also offer a non-NFT membership option. And Eater and Resy founder Ben Leventhal's Blackbird NFT loyalty program has experienced early success.

儘管經歷了一連串的失敗，但並非所有 Web3 食品企業都陷入了困境。咖啡訂閱網站 Bored Breakfast Club 仍在營運。 Flyfish 是一家 NFT 會員餐飲俱樂部，定於今年夏天開業，不過它也將提供非 NFT 會員選項。 Eater 和 Resy 創始人 Ben Leventhal 的 Blackbird NFT 忠誠度計劃已經取得了早期成功。

The Future of Web3 and Food

Web3 與食品的未來

With the dust of the first Web3 wave now settling, it remains unclear whether the enthusiasm for digital assets and blockchain in the food industry was more hype than substance. Some experts believe that the ventures that have succeeded have done so by enhancing consumer benefits without demanding significant behavior changes. Others, like Flyfish, have demonstrated the ability to pivot and adapt to changing market conditions.

隨著第一波 Web3 浪潮的塵埃落定，目前尚不清楚食品業對數位資產和區塊鏈的熱情是否更多是炒作而不是實質內容。一些專家認為，成功的企業是透過提高消費者利益而不要求重大行為改變來實現這一目標的。其他公司，例如 Flyfish，已經展示了調整和適應不斷變化的市場條件的能力。

Big brands like Starbucks, however, may be more hesitant to reinvest in Web3 initiatives. The company's decision to abandon Odyssey is a clear indication that it does not believe digital assets are essential for unlocking significant consumer value.

然而，像星巴克這樣的大品牌對於再投資 Web3 計畫可能會更加猶豫。該公司放棄奧德賽的決定清楚地表明，它不相信數位資產對於釋放重要的消費者價值至關重要。

A Long-Term Game

一場長期的遊戲

Despite the recent setbacks, some companies remain optimistic about the long-term potential of Web3 and food. Geoff Alexander, CEO of Wow Bao, believes that adoption of new technologies takes time. If he is right, companies that stick it out for the long haul may eventually reap the rewards.

儘管最近遭遇挫折，一些公司仍然對 Web3 和食品的長期潛力持樂觀態度。 Wow Bao 執行長 Geoff Alexander 認為，新技術的採用需要時間。如果他是對的，長期堅持下去的公司最終可能會獲得回報。

However, it is important to acknowledge that the future of Web3 and food remains uncertain. The industry is still evolving, and it is too early to tell whether digital assets will ultimately play a significant role in the culinary experience.

然而，重要的是要承認 Web3 和食品的未來仍然不確定。該行業仍在不斷發展，現在判斷數位資產是否最終會在烹飪體驗中發揮重要作用還為時過早。