Corporate Bitcoin Holdings Appreciate
The restaurant chain announced Friday that its corporate Bitcoin holdings have gained $10 million in value, though it did not specify total reserves or whether growth reflects market appreciation versus customer payment conversions. The company processes Bitcoin transactions across all global locations.
Customer purchases using Bitcoin flow directly into strategic reserves, according to company statements. The treasury adoption created self-reinforcing cycles where increased same-store sales expand Bitcoin accumulation through transaction conversions.
Strategic Implementation and Expansion
Payment acceptance began in May 2025 through gradual implementation across locations. The move followed 230 store closures between 2018 and 2025 as domestic presence contracted from 628 peak locations to 394 by 2026.
Bitcoin community members celebrated payment integration by sharing transaction receipts online. November 2025 brought expansion announcements in El Salvador, known for recognizing Bitcoin as legal tender.
Impact on Same-Store Sales
Same-store sales climbed 11% quarter-over-quarter in Q2 2025, which management attributed to Bitcoin adoption. Q3 2025 produced 15% increases, surpassing competitors including McDonald's, Domino's and Taco Bell.
Broader Implications for Business Adoption
The strategy illustrates expanding business adoption of Bitcoin for actual transactions beyond speculative holdings.
Financial accountant Rajat Soni argued that more businesses should add Bitcoin reserves as survival buffers. He stated most ventures fail from insufficient market duration, and Bitcoin provides an extended financial runway as a protective backstop.
The approach demonstrates traditional retail integrating cryptocurrency into operations beyond passive investments. Superior same-store performance compared to major competitors suggests customer interest in Bitcoin payment capabilities may generate measurable revenue benefits, though direct causation remains difficult to establish given complex retail dynamics affecting sales across multiple variables.