Steak'n Shake purchases $10 million worth of Bitcoin to advance its enterprise-grade BTC vault strategy.

According to Mars Finance, on January 17th, the American fast-food chain Steak'n Shake announced that it had allocated $10 million to Bitcoin this week, officially adding BTC to the company's balance sheet. This move continues its crypto strategy of accepting Bitcoin payments at its stores across the United States over the past eight months. The company stated that this decision is part of its so-called "self-reinforcing cycle": consumers using Bitcoin to pay drive sales growth, and the related revenue is then continuously reinvested into the company's Bitcoin Reserve (SBR), thereby funding operational investments such as ingredient upgrades and store renovations, without increasing menu prices. Steak'n Shake will accept Bitcoin payments at all its U.S. stores via the Lightning Network starting in May 2025, aiming to reduce credit card fees and attract a younger, crypto-savvy user base. The company disclosed that same-store sales grew by more than 10% year-over-year in the second quarter of 2025, and payment processing fees were reduced by approximately 50% when customers chose to pay with Bitcoin. This purchase of approximately 105 BTC (at current prices) is Steak'n Shake's most direct Bitcoin treasury allocation to date. Although far smaller than large publicly traded companies like Strategy, this case demonstrates that corporate-level Bitcoin accumulation continues to expand.