Web3 食品危机：无聊和饥饿关门，星巴克奥德赛惨遭淘汰

从最初的成功到最终的关闭，Bored & Hungry 代表了烹饪领域受 Web3 启发的创业浪潮。尽管 NFT 热潮期间热情高涨，但几个类似的项目，包括星巴克的奥德赛忠诚度计划、名厨合作和雄心勃勃的 DAO，都面临挫折或关闭。虽然 Blackbird 和 Flyfish 等企业不断适应，但星巴克等主要品牌仍对进一步采用 Web3 犹豫不决。 Web3 在食品领域的未来仍然不确定，一些人坚持长期生存，而另一些人则承认需要耐心和战略重点。

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

Web3 Food 的兴衰：Bored & Hungry 关门，星巴克放弃 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 热潮过后，烹饪行业拥抱了 Web3 的变革潜力，寻求在数字和实体餐饮领域之间架起桥梁。然而，两年后，情况发生了巨大变化。

Bored & Hungry's Demise

无聊又饥饿的消亡

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 的大肆宣传中，投资者 Andy Nguyen 开设了 Bored & Hungry，这是一家汉堡店，其灵感来自于标志性的数字收藏品。餐厅最初的成功是不可否认的，整个街区都排起了长队。

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.

但事实证明这种兴奋是短暂的。上周，Nguyen 宣布关闭位于加州长滩的 Bored & Hungry 原店。该餐厅已将其理念出售给亚洲品牌和特许经营公司 HUNGRY Dao。

A Trend in Retreat

退却的趋势

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 并不是唯一一家进军 Web3 领域的公司。许多餐馆、厨师和企业发起了将其食品业务与数字资产连接起来的举措。然而，大多数这些企业已经关闭或缩减规模。

Starbucks Odyssey Fails

星巴克奥德赛失败

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.

星巴克是业内最著名的品牌之一，最近宣布关闭其 Web3 忠诚度计划 Odyssey。该计划大张旗鼓地推出，旨在通过数字体验和奖励来奖励客户。然而，星巴克决定放弃该项目，这标志着该公司的优先事项发生了转变。

Other Failed Projects

其他失败的项目

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.

类似的故事在整个行业上演。 Tom Colicchio 和 Spike Mendelsohn 的 CHFTY Pizza NFT 项目承诺提供独家福利和活动，但现已不再活跃。老牌家电品牌 Crockpot 的纪念版 NFT 未能吸引任何报价。甚至像 FriesDAO 这样筹集了 500 万美元的团体项目也因毁灭性的黑客攻击而受阻。

Signs of Hope

希望的迹象

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.

尽管经历了一连串的失败，但并非所有 Web3 食品企业都陷入了困境。咖啡订阅网站 Bored Breakfast Club 仍在运营。 Flyfish 是一家 NFT 会员餐饮俱乐部，定于今年夏天开业，不过它也将提供非 NFT 会员选项。 Eater 和 Resy 创始人 Ben Leventhal 的 Blackbird NFT 忠诚度计划已经取得了早期成功。

The Future of Web3 and Food

Web3 和食品的未来

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.

随着第一波 Web3 浪潮的尘埃落定，目前尚不清楚食品行业对数字资产和区块链的热情是否更多是炒作而不是实质内容。一些专家认为，成功的企业是通过提高消费者利益而不要求重大行为改变来实现这一目标的。其他公司，例如 Flyfish，已经展示了调整和适应不断变化的市场条件的能力。

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，像星巴克这样的大品牌对于再投资 Web3 计划可能会更加犹豫。该公司放弃奥德赛的决定清楚地表明，它不相信数字资产对于释放重要的消费者价值至关重要。

A Long-Term Game

一场长期的游戏

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.

尽管最近遭遇挫折，一些公司仍然对 Web3 和食品的长期潜力持乐观态度。 Wow Bao 首席执行官 Geoff Alexander 认为，新技术的采用需要时间。如果他是对的，长期坚持下去的公司最终可能会获得回报。

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，重要的是要承认 Web3 和食品的未来仍然不确定。该行业仍在不断发展，现在判断数字资产是否最终会在烹饪体验中发挥重要作用还为时过早。