Papa John's Pizza Drops NFTs in the U.K.

Papa John's ties to crypto go back many years. After all, two of its pizza pies were snapped up for 10,000 BTC all the way back in May 2010 — a sum that would now be worth $386 million.

Now, the fast food chain's British arm appears determined to continue this legacy — by releasing a collection of non-fungible tokens.

Nine differently designed hot bags — that's right, the ones used to deliver pizza to hungry customers — are available, meaning "anyone can grab a slice of metaverse fashion," the company said, adding:

"NFTs are so hot right now! We believe everyone deserves the chance to own one. A unique piece of digital art gifted as a token of our love. Yours to show off in the metaverse or keep as a prized possession. HOT TIP: make sure you move fast because when they’re gone, they’re gone."

Interested users need to be 18 or over to take part. The first step involves syncing a Tezos wallet, selecting a bag, and waiting for it to be delivered.

One lucky claimant will also receive a real-life "Papa 1984" hot bag designed by Ash Sketch, with the winner set to be unveiled in mid-April.

The NFT drop has been designed by the Spain-based artist Tom Hoff, along with the British illustrator and designer Ash Sketch.

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Embracing Crypto

Papa John's attempts to bring crypto to the masses in the U.K. have been met with mixed success.

Last year, the company had offered free Bitcoin to anyone who spent more than $40 on an order — and customers would subsequently be placed into a prize draw to win 1 BTC.

This didn't wash well with the Advertising Standards Authority, which claimed that the adverts "took advantage of consumers' inexperience or credulity and trivialized investment in cryptocurrency."

Papa John's was subsequently told that the adverts couldn't appear in the same form again.