Another major retail chain group has entered the scene. The well-known American fast-food brand Steak 'n Shake announced a $10 million investment in a Bitcoin vault and plans to implement Bitcoin payment options across its nationwide stores.

This move signals several messages: First, traditional business giants are shifting from mere recognition of Bitcoin to taking concrete actions. While $10 million is not a huge amount, this public commitment itself expresses a stance to the market—that Bitcoin is no longer an edge asset. Second, expanding payment options is crucial. Accepting Bitcoin payments can help businesses reduce transaction fee pressures and attract highly digitalized young consumers. Over the past two years, the Web3 user base has been expanding, and many brands are exploring how to seize this demographic dividend.

From a cost perspective, Bitcoin payments offer greater flexibility compared to traditional payment networks' fees. From a marketing standpoint, this also sends a friendly signal to the crypto community—combining traditional brands with crypto assets often boosts user enthusiasm and media attention.

Such cases are increasing continuously, reflecting that Bitcoin is shifting from an investment asset to a payment tool.