China’s second-largest food delivery platform goes NFT

Eleme (饿了么) is China’s second-largest food delivery service, processing millions of orders each day. Extensive review functionality, seamless integration between consumer, restaurant and delivery side and large-scale reward programs with point systems keep the platform just ahead of its competitors.

Lately, Eleme has also launched an NFT program, to follow the current trend of NFTs in web3 marketing. The campaign takes consumers on a food hunt, promoting certain dish orders as waypoints to gain limited NFTs, which can then be showcased, and possibly unlock consumer benefits for future orders.