I’ve been in Jimmy John’s MetaSandwich shop where you can create your own sandwich by interacting with a premium meats simulator, a virtual vegetable garden (with some great puns!) and the Provo-3000 cheese dispenser! You can then submit your creation in their real life competition.
There’s even some little easer eggs around the virtual shop so you can get money off your next IRL sandwich order.
If you fancy making your own metasandwhich then head to co-ords (45, -40)
Whilst mainly a fun little space to interact with, this shows that brands are already thinking about how they can merge the immersive and creative virtual world with their real life product/service offerings.