Steak 'n Shake, the iconic American burger chain, has announced a $10 million investment in Bitcoin, marking its first public foray into corporate cryptocurrency ownership. This move formalizes a "Strategic Bitcoin Reserve," where all Bitcoin received from customers is retained in the company's treasury, rather than being converted to cash. This strategy is tied to sales growth, with the company reporting a 15% increase in same-store sales since enabling Bitcoin payments via the Lightning Network in May 2025. The initiative, supported by a partnership with Fold Holdings, includes consumer incentives such as a $5 Bitcoin reward for purchasing branded menu items. Additionally, Steak 'n Shake will donate 210 satoshis for every "Bitcoin Meal" sold to support Bitcoin Core development. This approach reflects a consumer-driven strategy rather than a speculative investment, distinguishing it from other corporate Bitcoin holdings. The company also announced its expansion into El Salvador, aligning with the country's Bitcoin-centric economy.