American fast-food chain Steak'n Shake just announced a major move—allocating $10 million into Bitcoin, officially recording it on the company's balance sheet. This is not just a rumor but a natural continuation of their crypto strategy over the past eight months.

As early as May this year, Steak'n Shake had implemented Lightning Network payments across all its US stores, beginning to accept Bitcoin settlements. Initially, this move was mainly to reduce credit card processing fees and to attract young crypto users. But now, it seems they are playing a deeper game.

Their designed logic is quite interesting—when consumers pay with Bitcoin, the transaction volume increases, and the corresponding revenue continuously flows into the company's Bitcoin Reserve (SBR). These funds are not diverted for other uses but are directly used for essential expenses like raw material procurement and store renovations. More importantly, the menu prices remain largely unchanged throughout the process.

In simple terms, this creates a self-reinforcing cycle—more people paying with Bitcoin leads to higher revenue, which funds more operational investments, improves the experience, and further boosts attractiveness. From a business perspective, Steak'n Shake has turned Bitcoin from a payment tool into an asset store and a lever for business growth.