Steak ‘n Shake U-turns on Ether Payments as Bitcoin Supporters Drive Crypto Merchant Trends
Steak ‘n Shake, the popular American fast-food chain, made headlines in recent crypto news after quickly retracting a poll about accepting Ethereum (ETH) payments, following intense backlash from Bitcoin advocates. The episode highlights the ongoing influence of blockchain technology loyalty and the persistent tribalism dividing the crypto pur community.
Bitcoin dominates merchant crypto adoption
Steak ‘n Shake, which began accepting Bitcoin (BTC) payments in May 2025 across its locations in the US, France, Monaco, and Spain, launched a poll on its X account asking 468,800 followers whether it should add Ether as a payment option. The poll, which drew nearly 49,000 votes, saw a slim majority (53%) in favor of ETH. Despite the support for broader crypto options, feedback from Bitcoiners was swift and negative, prompting the chain to suspend the poll within just four hours and reaffirm its “allegiance to Bitcoiners”.
The company attributed a notable 15% year-over-year increase in same-store sales in Q3 to Bitcoin’s adoption, demonstrating a business case for aligning with the pro-Bitcoin community. Many loyal customers perceived the consideration of Ether payments as a move that could undermine Steak ‘n Shake’s Bitcoin-forward image.
Crypto tribalism and harsh community feedback
Prominent figures in the Bitcoin ecosystem criticized the poll, warning that even considering Ether payments could harm the brand’s reputation and alienate its core supporters. Adam Simecka, creator of the Manna Bitcoin wallet, stated he would boycott the brand if ETH were accepted. Other Bitcoin influencers and developers echoed such sentiments, reinforcing the reality that crypto tribalism impacts business decisions in highly visible ways.
The episode drew commentary from Ethereum co-founder Vitalik Buterin, who endorsed Steak ‘n Shake’s principled stance, advising that crypto businesses should commit to a single community rather than attempting to please everyone. Buterin argued that strong brand identity and loyalty to one blockchain tribe support long-term success, even in a rapidly evolving digital payments ecosystem.
Bitcoin-only campaign and future merchant strategies
In response to controversy, Steak ‘n Shake announced the launch of its “Bitcoin Steakburger,” set to debut on October 16, further solidifying its commitment to Bitcoin. The fast-food brand now positions itself firmly as a BTC-exclusive merchant, leveraging its unique selling point to attract and maintain a passionate user base.
The swift reversal of the Ether payment initiative serves as a business lesson for merchants exploring blockchain technology integration: prioritizing core supporters can be more beneficial than diversifying payment options. The influence of tribal communities within the crypto pur sector not only shapes consumer sentiment but also guides merchant adoption in the competitive digital asset ecosystem.
Conclusion
Steak ‘n Shake’s quick pivot away from Ether payments spurred by Bitcoin supporter backlash demonstrates how crypto tribalism and community loyalty continue to shape business decisions in the blockchain age. The case suggests that aligning with one blockchain and its base can drive growth, while diversification may risk alienating dedicated supporters. As crypto payments evolve, crypto news and industry trends will keep monitoring how merchant strategies adapt within the powerful orbit of blockchain communities.
