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Metaverse is an interesting application of technology wherein the people use virtual reality to interact with people, can conduct or participate in social events, and to run business too. The purpose of this study is to understand the role and challenges of metaverse in improving service quality of retail food outlets. Literature has been collected from various sites, books, thesis, journals and other e-content available on websites. This study has implications for marketers to understand how they can retain the existing customers and attract new customer with the help of metaverse. And what challenges marketers may face while adopting metaverse for improving service quality. The metaverse presents a novel and exciting opportunity for retailers to improve the quality of their customer service; those who are able to successfully implement this opportunity will have an advantage over their competitors